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Reddit said last week that it acquired audience contextualization company Spiketrap with the aim of improving the performance and relevance of ads on its platform through methods such as engagement prediction for auto bidding, quality scoring for ads and upleveled contextual targeting.
The company cited Spiketrap’s use of artificial intelligence-powered contextual analysis and tools to help brands and platforms better understand and engage their audiences, and it plans to incorporate those tools in order to help advertisers on its platform drive higher return on investment.
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