Reddit's Shopping List: Why the Platform Is Doubling Down on M&A

$726 million in quarterly revenue. That's what Reddit reported for Q4, but the number that really caught investors' attention came from CFO Andrew Vollero: "We're looking to buy capabilities, technologies, and companies."

It wasn't just corporate speak. Reddit is gearing up for an M&A spree, and they're being surprisingly candid about their shopping list.

The Two-Track Strategy

Vollero outlined Reddit's acquisition criteria with unusual clarity. First, they want businesses that can leverage Reddit's massive scale—products that become exponentially more powerful when deployed across 121.4 million daily active users. Second, they're hunting for companies that can grow their user base itself.

But here's where it gets interesting. Reddit's adtech team has already mastered what Vollero calls "tucking in" acquired technologies rather than building from scratch. "Saves us six months to market, saves us twelve months to market, and you have a proven product," he explained. It's a philosophy that's helped Reddit turn $690 million of its $726 million quarterly revenue into advertising gold.

The Pattern in the Purchases

Look at Reddit's recent acquisition history and a clear pattern emerges. Memorable AI in August 2024 to enhance advertising tools. Before that, a 2022 shopping spree: AI platform Spell for machine learning capabilities, Spiketrap for ad targeting, Oterlu for ML moderation tools, and MeaningCloud for text analytics.

Every single acquisition served the same master: making Reddit's advertising engine more sophisticated and profitable. For a platform where ads generate 95% of revenue, it's textbook strategy.

The AI Wild Card

But there's a twist in this story. Reddit mentioned growing revenue opportunities from its AI search product—a hint that their M&A appetite might extend beyond traditional adtech. With AI search blurring the lines between discovery and advertising, Reddit could be positioning for a much bigger transformation.

This raises questions about competition with established players. While Google dominates search and Meta rules social advertising, Reddit occupies a unique middle ground: authentic community discussions that AI can mine for insights. That positioning could make them an attractive acquisition target themselves—or a serious disruptor if they play their cards right.

What happens when the technologies that differentiate you today become tomorrow's table stakes?