Thing is, I see a reasonable number of ads on Reddit, they're just rarely relevant to the subreddit I'm on. I think they could keep the same number of ads and target them better, and the results would improve.

There's a lot of redditors who sense a corporate conspiracy anytime a brand name is mentioned, but there's tons of subreddits entirely about consumption. Media, food, hobbies. I was active on r/homebrewing for years and people talk about products they want to buy all the time.

The trouble with those types is they all have very strong opinions and think most products are crap. They're not opposed to buying things, just shitty things.

This is true. I can easily burn through all my daily ad spend on Reddit at rates of between $0.50 and $1.00 CPMs. And the click through rates are awful.

On Facebook or Google, you've often got to spend at least $5-$10 per mille to be competitive in most verticals. $25 to $50 in some verticals like insurance. And it converts.

The reddit userbase just isn't as monetizable.