Large brand advertisers care a lot about the type of content their advertising will be shown against. For example, it's pretty unlikely that prestige brands lik

Large brand advertisers care a lot about the type of content their advertising will be shown against. For example, it's pretty unlikely that prestige brands like Clinique and Mercedes-Benz, or family-friendly brands like Clorox and Disney will be advertising on Reddit. Brands also care about what TV shows their ads are shown with, so even if the demo fits, the content needs to match, too. UGC is risky for brands because the content can be very NSFW or generally distateful. Sometimes outright hostile to brands. Reddit knows this, and has no pretense about it. So they're simply playing to their strengths. Some brands will embrace their unique audience, and some won't.