A new feature lets brands compare ad variants before campaigns go live. The tool offers controlled A/B testing and automated winner selection. Minimum daily spend applies.
Reddit has introduced a split testing feature for advertisers, giving brands the ability to compare multiple ad variants before launching their main campaigns. This update is designed to help marketers make more informed decisions about which creative or strategy will deliver the best results on the platform.
The new Split Testing tool, available within Reddit's Ads Manager, allows advertisers to run controlled A/B tests by dividing their audience at the user level. Brands can test two different ad flights simultaneously, changing only one variable between them. Reddit's system then analyzes performance and provides a winner declaration once results reach 65% confidence, according to the company.
To set up a split test, advertisers select a pre-built template in the Experiments dashboard, choose a control campaign or ad group, and let Reddit's automated system generate the treatment variant. Tests can run from two to six weeks, depending on the sample size advertisers want to achieve. However, the feature requires a minimum spend of $1,000 per day.
Reddit reported that in its beta phase, 80% of split tests successfully identified a winning variant based on return on ad spend. The company positions this tool as a practical way to boost advertiser confidence in campaign performance, especially as it continues to roll out AI-powered ecommerce tools and ad formats. While the split testing relies on Reddit's AI-driven system, the focus is on providing certainty around long-term ad strategy rather than expanding reach or refining targeting.
This move follows Reddit's broader push to enhance its advertising and data capabilities, as seen when it signed major data licensing deals to power AI search for companies like Google and OpenAI. For more on Reddit's recent data partnerships, see this report on how its user-generated content is fueling AI models: Reddit data now powers AI search for Google and OpenAI.
Founded in 2005, Reddit has grown to host over 100,000 active communities and reported more than 70 million daily active users as of 2025. The platform has increasingly focused on monetization through advertising and data licensing, positioning itself as a key player in both social media and AI data markets.
