Reddit Ads Bidding Updates: Value-Based Bidding, 15-Second Views and Reach Goals
Reddit ads bidding is moving closer to what advertisers actually want: real views, bigger orders and less repetition. The 15-second video views goal is in public beta now, and Max campaigns cover lead gen. Value-based bidding and a reach and frequency goal are expected in 2027. Here's what each one does and how to prepare.
This post is part of our Reddit ads roadmap. Dates are estimates and can shift.
How does Reddit bidding work today?
You pick an objective, and Reddit bids to get you as many of those results as it can for your budget. Lowest cost bidding is the usual choice; cost cap lets you set the most you want to pay per result. Max campaigns handle bids for you. More on objectives in Reddit Campaign Objectives: Awareness vs Traffic vs Conversions (2026).
What's new in Reddit ads bidding?
15-second video views (public beta, full launch expected around Q1–Q2 2027): bid for views of 15 seconds or more, with lowest cost or cost cap.
Max for lead gen (live): Max campaigns now cover lead generation, handling targeting, creative, placements and budget.
Value-based bidding (testing expected in 2027): Reddit would bid more for people likely to place bigger orders, not just any order. Shopping and app campaigns are expected first.
Reach and frequency goal (expected in 2027): spread your ad across more people, with a cap on how often one person sees it.
Why does value-based bidding matter?
Today, a $15 order and a $400 order look the same to Reddit's bidding. Value-based bidding would let Reddit chase the bigger orders. It only works if Reddit knows what each order is worth, so the value has to come through your pixel and Conversions API.
Check that every purchase event sends its value and currency. It costs nothing and gets your account ready. Setup is in Reddit Pixel & Conversions API: Setup Guide.
Why control how often people see your ad?
Seeing the same ad again and again annoys people, and on Reddit they say so in the comments. A frequency cap spreads your budget across more people instead. Until the new goal arrives, watch frequency in your reports and refresh ads that people have seen too often.
How should you get ready?
Send order value and currency with every purchase event.
Use the Conversions API, so values still count when the pixel is blocked.
Test 15-second views on your best video against your current video goal.
Keep a manual campaign as a control whenever you try a new goal.
Reddit ads bidding: FAQ
What bid strategies does Reddit Ads offer?
Mainly lowest cost and cost cap, plus Max campaigns that handle bidding for you. Value-based bidding is expected in 2027.
What is value-based bidding on Reddit?
A planned option where Reddit bids more for people likely to place bigger orders. Testing is expected in 2027, starting with shopping and app campaigns.
Will Reddit add a reach and frequency goal?
Yes, it's expected in 2027, with a built-in cap on how often one person sees your ad. Watch frequency in your reports in the meantime.
About the author
Written by Dāvis Lejnieks, CEO of Undecided Agency and a Redditor for 15+ years. He plans and runs Reddit ad campaigns for DTC, gaming and app brands, and shares what the data shows here.
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