Reddit

Overview

The Reddit Pixel is the conversion tracking and audience management script for advertisers running campaigns on Reddit's advertising platform. Reddit is among the top 10 most-visited websites globally, with a highly engaged user base organized around topic-specific communities (subreddits). Advertisers use the Reddit Pixel to measure the return on their ad spend by attributing website conversions — purchases, sign-ups, form completions — to Reddit ad views or clicks. The pixel also enables retargeting campaigns targeting past site visitors and lookalike audience construction based on high-value user behavior patterns.

What This Script Does

Script Files and Domains

The Reddit Pixel base code loads https://alb.reddit.com/snoo.js — Reddit's universal tag script. Outbound data requests are sent to alb.reddit.com (Reddit's conversion tracking endpoint) and rp.reddit.com (Reddit's pixel endpoint). The script is initialized with a Reddit advertiser ID (e.g., rdt_xxx).

Cookies Set

• reddaid — Reddit's primary advertising identifier cookie. Persistent, 2-year expiry. Third-party cookie set on reddit.com, used to link website visitor behavior to Reddit account activity for ad attribution.
• reddit_session — Used to detect whether the visitor has an active Reddit session, enabling authenticated audience matching.
• edgebucket — A Reddit CDN routing cookie used across Reddit properties.
• First-party cookies may also be set on the advertiser's domain when configured with Reddit's first-party cookie mode.

Standard Events Captured

The pixel supports these standard event types: PageVisit (fires on all pages), ViewContent (product/content detail), Search, AddToCart, AddToWishlist, Purchase (with value, currency, item count), Lead, SignUp, Custom. Purchase events include value, currency, and itemCount parameters.

Audience Building

Website visitor data feeds Custom Audiences for retargeting (e.g., "users who visited checkout but did not purchase"). Lookalike Audiences are generated from Custom Audiences, allowing advertisers to reach new Reddit users who match the behavioral patterns of converters. These audiences are used to target Reddit ad placements in feeds and subreddit sidebars.

Conversion Attribution Window

Default attribution window: 1-day view-through, 30-day click-through. Data is matched against Reddit's logged-in user graph to attribute conversions to specific ad exposures.

Advanced Matching

When enabled, advertisers can pass hashed (SHA-256) email addresses alongside conversion events to improve match rates against Reddit's user database.

Consent & Compliance

Category: Marketing

Under GDPR, the Reddit Pixel requires explicit prior consent. It sets persistent third-party cookies, performs cross-site behavioral profiling, and transmits user data to Reddit's US-based servers. Reddit participates in IAB TCF 2.2 as a registered vendor. Relevant TCF purposes exercised include Purpose 1 (Store/access information on device), Purpose 3 (Create personalised ads profile), Purpose 4 (Select personalised ads), Purpose 7 (Measure ad performance), and Purpose 9 (Apply market research to generate audience insights). Reddit is listed under the EU-US Data Privacy Framework for transatlantic data transfers.

Under CCPA/CPRA, sharing website visitor data with Reddit for advertising purposes constitutes "sharing" of personal information for cross-context behavioral advertising. The "Do Not Sell or Share" opt-out mechanism must prevent the pixel from firing for California residents who opt out.

ePrivacy: The reddaid persistent cookie is not strictly necessary and requires prior consent under the ePrivacy Directive.

Should You Block This Without Consent?

Yes. The Reddit Pixel sets persistent third-party cookies, transmits behavioral data to Reddit's servers for advertising attribution and audience profiling, and performs cross-site tracking. It has no functional purpose for site visitors. Block until explicit marketing consent is provided.