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That's actually how it works. If you target an ad to /r/programming it will show up on the frontpage for users subscribed to /r/programming.

• namecast 13y ago
  Confirmed by my referral logs. This is how it works.
• jeorgun 13y ago
  Which probably accounts (in part) for Reddit's low conversion rates— a significant portion of the page-views will be from people not in `programming-mode', compared with almost none from HN.