it's more expansive, as in more data that can be mined for adverting purposes. I got a presentation from Reddit a few of years ago on their ad-platform and it w

it's more expansive, as in more data that can be mined for adverting purposes. I got a presentation from Reddit a few of years ago on their ad-platform and it was terrible (for enterprises). Their sales team were hyping big changes and things that were coming including geo-location, strong user profiling etc. This was pre-redesign and it became clear what they were doing and their roadmap of features all were to grow the ad business. Mobile makes sense as it's how their key audiences consume content and it enables stronger profiling, richer engagement and better ad-targeting due to persistance. The mobile app allows reddit to mine user behavior (every outbound link click is tracked, even on the desktop website) and then they're able to link your device profile, to content you consume and engage with. This can be used for ad-targeting or sold to other data brokers to build a richer profile about ABC user with this device, across XY IPs, typically based in ZZZ location.