Reddit has announced the acquisition of Memorable AI, an innovative ad creative optimisation platform, in a strategic move to bolster its advertising capabilities through advanced machine learning and generative AI technologies.

According to the technology giant, the move is part of its ongoing commitment to delivering more engaging user experiences and improving results for its clients.

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With Memorable AI’s integration into Reddit’s ad stack, advertisers will gain access to advanced creative insights from past ads and tools for improving creative effectiveness. This includes automation features that optimise creative content for maximum performance and return on ad spend.

In addition to enhancing creative guidance and ad generation, Memorable AI’s technology provides actionable insights into the impact of ad creatives.

It offers estimates on key metrics such as click-through rates, engagement levels, view-through rates, brand lift and conversion rates.

Reddit Chief Operating Officer, Jen Wong, said: “Memorable AI has a proven track record for optimising ad creative to drive the best possible results before advertisers run a single ad.

“This acquisition allows Reddit to accelerate our work in optimizing, generating, and selecting ad creative to deliver even better results for advertisers. We are thrilled to welcome the Memorable AI team to Reddit.”

Meanwhile, the Memorable AI team has joined Reddit and will lead and support relevant projects within its advertising business.