Demographics

Demographics target redditors based on location, gender, or language. You can easily set up this audience by creating or editing an ad group and choosing your targeting in demographics.

Types of demographic audiences

There are several options for demographics:

• Location targeting: Reach or exclude redditors based on their IP address.
• Gender targeting: Reach men, women, or both so that your message resonates with the right people at the right time.
• Language targeting: Reach users by their preferred or spoken language.

Location targeting

Location targeting lets you reach redditors based on their IP address at the time the ad is served. By default, ads serve globally. If you need to target or exclude specific locations, you must set those preferences manually.

If you're already including locations, you only need to exclude locations within the ones you've included. For example, if you're promoting rideshare app downloads in California but not San Diego, you would include ‘California' and exclude ‘San Diego, CA.' 

Supported locations

Regions, countries, and states are mutually exclusive. Some cities are supported for targeting. For more details, contact your Reddit Ads expert or support.  

Since cities, states, and countries often have separate Reddit communities (“subreddits”), we recommend adding community targeting to target these groups.

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Supported countries

Gender targeting

Notice: Audience suggestions with automated targeting

Starting October 2025, this change will roll out to eligible users:

• For new ad groups that use gender targeting and have automated targeting enabled, gender targeting will work with audience suggestions using “OR” logic.
  When automated targeting is combined with gender, audience forecasts will reflect the largest potential audience between automated targeting and the targeted gender audience. This number may appear large, but it indicates total eligible audience, not actual delivery.

• For existing ad groups created before this date, gender targeting will continue to use an “AND” relationship with other audience settings.

Reach out to your Reddit Ads expert for more details.

Gender targeting is in Beta. Housing, Employment & Credit (HEC) advertisers aren't eligible to participate. Contact your sales representative to learn more.

Gender targeting lets you tailor your campaign to reach men or women so that your message resonates with the right people at the right time. For example, if you run a hair salon exclusively for women, you can avoid showing your ads to men. You can select All to turn off gender targeting.

Targeting is based on the gender the redditor sets in their profile. 

View and export reporting

Measure insights on the genders you're targeting by viewing your campaign or ad group's insights. 

1. Go to the dashboard and select the insights for the type of entity you'd like to view. 
2. Open the actions menu for your entity. 
3. Select view insights. Statistics on the genders you're targeting will appear.

Best practices

• Gender targeting works best for upper-funnel metrics like awareness and isn't recommended for lower-funnel objectives like purchases.
• We recommend starting with a low daily budget during beta.
• Keep your targeting broad to maximize reach. We recommend enabling audience expansion and combining with wide interests and communities.

Language targeting (Alpha)

This feature is only available for select advertisers. Contact your Reddit Ads expert for more details.

Language targeting lets you reach redditors in their spoken or preferred language, helping your creative feel more relevant and impactful. This targeting is determined by first-party signals, like device or app settings, post interactions, ad clicks, and other self-declared preferences. 

Best practices

• Language targeting may limit audience size. We recommend only using this targeting when you have a language-specific creative.
• Only use language targeting when using a creative that isn’t a primary language of your targeted geolocation. For example, don’t set “English” for the U.S. or Canada.
• Because reach is limited, avoid layering language targeting with other audience targeting besides location targeting.

Privacy

Read Reddit's privacy policy and what controls users have to learn more about how we leverage user data for ads and what redditors can do to shape their experience.