Reddit forces personalized ads, starts X-like user payment program

Enlarge (credit: Getty)

Reddit rolled out some changes this week as its continues its push for revenue and profitability jumpstarted by its API rule changes in July. Among the most controversial, the company will no longer allow users to opt out of ad personalization based on their Reddit activity and started a program that lets users exchange virtual rewards for their posts for real money.

On Wednesday, Reddit announced plans to "improve ad performance," including by preventing users from opting out of personalized ads except for in "select countries." Reddit didn't specify which countries are excluded, but the exceptions could include countries falling under the European Union's General Data Protection Regulation. Reddit spokesperson Sierra Gamelgaard declined to provide further clarification when reached by Ars Technica for comment.

Reddit's announcement, authored by Reddit's head of privacy, going by "snoo-tuh" on the platform (Reddit has refused to confirm the identity of admins representing Reddit on the site), said that its advertisers look at "what communities you join, leave, upvotes, downvotes, and other signals" to gauge your interests.