Reddit has acquired audience contextualization company, Spiketrap. Reddit said it expects Spiketrap’s technology to help improve Reddit’s ad relevance and performance through improved targeting, quality scoring, and engagement prediction. The Spiketrap team has joined Reddit and will support and spearhead a number of projects across its advertising business.

Spiketrap enables brands and platforms to better understand and engage their audiences through AI-powered contextual analysis and tools. Bringing the team and technology into Reddit will enhance our interest and contextual targeting capability, improve ad quality scoring, and boost prediction models for powering auto-bidding, with the aim of ultimately driving higher return on investment and improved solutions for our advertisers.

“The richness of conversation within our 100,000+ active communities is what makes Reddit so unique and so valuable for advertisers,” said Reddit EVP of Ads Monetization, Shariq Rizvi. “We believe targeting relevant audiences based on interests and with the context of the conversations they are engaging in helps ensure advertisers are reaching the right people in the most efficient ways. We have been actively investing in solutions to this end for some time and this acquisition will round out Reddit’s capability, taking it to the next level. I am thrilled to welcome the Spiketrap team to the Reddit family.”

The announcement follows Reddit’s recent acquisitions of Sell and MeaningCloud. The company said it is the latest example of its commitment to evolving its algorithms and recommendation engines in ways that don’t merely optimize for engagement and attention, but also for value.