Reddit Collaborates with InMarket to Measure the Effectiveness of Ads Through Lift Conversion Index (LCI)

On November 12, 2024, InMarket, a leader in real-time marketing and measurement, announced a preferred partnership with Reddit Inc. This collaboration allows Reddit advertisers in the U.S. to leverage InMarket’s Lift Conversion Index (LCI) to optimize their campaigns in real-time and measure the real-world impact of their ads, such as visit and sales lifts, ensuring maximum campaign effectiveness.

InMarket’s LCI empowers brands to track both online and offline results, including audience engagement, visit and sales lift, and incremental visits. By providing detailed, data-driven reports, the LCI helps brands analyze the holistic impact of their Reddit campaigns. With its closed-loop attribution reporting and real-time optimization features, InMarket’s LCI enhances marketing effectiveness and return on ad spend.

After a successful pilot program, InMarket awarded Reddit and Ryan Brendle, Reddit’s Global Head of Marketing Science, the 2024 Lift Leader Awards. These awards recognize organizations and individuals who use real-time engagement and insights to drive growth and improve marketing effectiveness. Reddit has shown consistent success for advertisers, with 96% of campaigns measured by InMarket seeing positive incremental lift in foot traffic, and 75% exceeding InMarket’s foot traffic benchmarks. This partnership strengthens Reddit’s ability to enhance campaign impact, solidifying its value to advertisers. Reddit is the first InMarket partner to receive the Lift Leader recognition.

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“Our successful pilot program demonstrated the strong impact Reddit ads have on retail and restaurant advertisers. Now, we’re excited to offer InMarket’s LCI to all our platform’s advertisers,” said Brendle. “As marketing measurement becomes more fragmented, it’s crucial to meet our advertisers where they are and deliver the insights that matter most to them.”

Todd Morris, CEO of InMarket, added, “Reddit has been a digital community-building pioneer for years, and we’re thrilled to partner with such an innovative leader. One of the biggest challenges for advertisers today is understanding the full impact of their campaigns—from impressions to purchases—while driving media efficiency and consumer loyalty in real-time. InMarket’s LCI addresses this challenge head-on.”

Measurement is gaining momentum in the industry. The global marketing attribution software market is expected to grow to $12.4 billion by 2030, with a 13.5% CAGR, according to Market Research Future. Traditional methods like post-campaign analytics inform future strategies but fall short in optimizing current campaigns. A CMO Council study found that inflight optimization and measurement can increase media effectiveness by 11 times and reduce media waste by up to 94%, boosting sales growth and maximizing return on ad spend (ROAS).