Asked If This Will Make Reddit More Like Facebook, He Says: There's Similarities There, But I Think Facebook's Strategy Is A Little Bit More Aggressive In That They Seem To Want To Replace The Rest Of The Internet.

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This is one reason why he now wants to host images and video on the site, he explains, to increase traffic and therefore advert impressions. Asked if this will make Reddit more like Facebook, he says: "There's similarities there, but I think Facebook's strategy is a little bit more aggressive in that they seem to want to replace the rest of the internet. "The work is making our ad products better, getting better tools for advertisers so they can find the users they're looking for." Money maker? But connecting advertisers and users is a particular challenge for Reddit, according to one digital analyst. "If you look at Reddit's reported revenue it's pitifully small compared to its traction, its audience and time they spend on it," says Nick Thomas of Ovum. "Its fundamental problem is that making money is not in its DNA and runs counter to the user experience. "When Steve Huffman said at The Next Web conference, 'We know your dark secrets, we know everything,' he articulated one of the biggest fears for Reddit users. They don't want their activity on Reddit to come bouncing back as a series of targeted adverts." Concerns about privacy, transparency and advertising have been raised on Reddit by users. The company launched its first official mobile app with functionality for adverts earlier this year. Image copyright Reddit Image caption Reddit finally launched its own app developed in-house this year It has also launched experimental new products, like Upvoted , a news outlet with original content inspired by Reddit discussions - so often used as a story source by other media outlets. Upvoted also contains paid-for branded content, a model used by Buzzfeed.