（彭博社/莱利·格里芬）Reddit公司股价飙升，此前该公司公布了有史以来盈利最高的季度业绩，并预计第三季度销售额远超分析师预期，这表明其不断增长的广告业务实力强劲。
Reddit周四在一份声明中表示，本季度销售额预计将在5.35亿至5.45亿美元之间，该区间中值超过华尔街平均预估的4.73亿美元。净利润达8900万美元，是分析师平均预估3600万美元的两倍多。
Reddit于2024年3月上市后，持续投资广告技术，以期在由Meta Platforms Inc.和Alphabet Inc.旗下谷歌主导的数字广告业务中扩大市场份额。目前Reddit的广告收入主要依赖少数大型广告主，但该公司正着力吸引更多中小型广告商以降低风险。Reddit首席运营官黄珍妮（Jennifer Wong）在接受采访时表示，该论坛网站还在全球范围内建立合作关系，以实现广告客户群体的多元化。
黄（Wong）表示："我们平台上活跃的广告商数量正在增加。我们在销售团队、广告技术栈及发展路线图上的投入已初见成效——这些努力正在发挥作用。"
该社交网络公布的二季度营收达5亿美元，超出分析师平均预期的4.25亿美元。
Reddit股价周五在纽约市场以160.59美元收盘后，于盘前交易时段飙升14%。截至周四报告发布前，该股今年以来累计下跌1.4%。
eMarketer分析师杰里米·戈德曼（Jeremy Goldman）在一份报告中表示：“Reddit终于明白了如何将用户流量变现，而不仅仅是积累流量。这个季度表现强劲——现在要看广告主是将Reddit视为必投平台，还是可有可无的选择，亦或是让它继续在每份媒体方案中扮演机灵的‘配角’。”
Reddit平台上大量的用户帖子已成为大型科技公司构建人工智能模型的有用数据来源，这些模型为聊天机器人提供支持。尽管广告仍占据其绝大部分收入来源，但该公司已与OpenAI和谷歌达成数据授权协议，并正在寻求更多合作机会。
该公司还计划更好地利用其已有20年历史的数据仓库。去年12月，这家总部位于旧金山的企业推出了名为"Reddit Answers"的AI聊天机器人，旨在更高效地呈现论坛内容检索结果。Reddit首席执行官黄易山表示，公司当前主要致力于开发能"基于这一知识库"的内部产品，至于如何通过与外部合作伙伴变现平台内容，仍处于"学习阶段"。此外，Reddit正与Anthropic PBC陷入法律纠纷，指控后者非法获取并利用其数据。
Reddit每日活跃用户达1.1亿，较上一季度增长2%；其问答功能Reddit Answers的周活跃用户为600万。当被问及Reddit Answers是否会引入广告时，王（Wong）表示："我认为商业化机会始终存在"，但公司目前正专注于该工具的开发和整合。
（第六段更新了盘前交易信息）
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(Bloomberg/Riley Griffin) Reddit Inc. shares jumped after the company reported its most profitable quarter to date and projected third-quarter sales that far surpassed analyst expectations, signaling the strength of its growing advertising business.
Sales for the current quarter are expected to be between $535 million and $545 million, Reddit said in a statement Thursday, with the midpoint of that range exceeding the average Wall Street estimate of $473 million. Net income was $89 million, more than double the $36 million average analyst estimate.
Reddit, which went public in March 2024, has been investing in advertising technology, hoping to grow its share of the digital advertising business dominated by industry giants Meta Platforms Inc. and Alphabet Inc.s Google. Reddits advertising revenue is driven by a small number of large marketers, but the company has been focused on attracting more small- and medium-sized advertisers to reduce risk. The forum site is also building relationships internationally to diversify its roster of advertisers, said Jennifer Wong, Reddits chief operating officer, in an interview.
Were seeing more active advertisers on our platform Wong said. The investments weve made in our sales team and in our ad stack and roadmap well, our work is working.
The social network posted second-quarter revenue of $500 million, compared with the $425 million analysts expected on average.
Reddit shares jumped 14% in premarket trading on Friday after closing at $160.59 in New York. They were down 1.4% so far this year before Thursdays report.
Reddit is finally figuring out how to monetize eyeballs, not just accumulate them, said Jeremy Goldman, an analyst at Emarketer, in a note. Great quarter now lets see if advertisers treat Reddit like a must-buy, not a nice-to-have, or if it stays the clever underdog in every media plan.
Reddits vast trove of user posts has become a useful data source for larger technology companies building artificial intelligence models that power chatbots. While advertising still drives the vast majority of sales, the company has data licensing deals with OpenAI and Google, and is seeking more.
Its also aiming to make better internal use of its own 20-year-old data repository. In December, the San Francisco-based company launched its own AI-powered chatbot called Reddit Answers, which is intended to better surface results from its forums. Wong said Reddit is primarily focused on creating internal products that can build on that corpus of intelligence, and the company is still in the learning process when it comes to making money from Reddit content with external partners. Reddit is also entrenched in a legal battle with Anthropic PBC, which Reddit alleges is illegally accessing and exploiting its data.
Reddit has 110 million daily active users, a 2% increase from the prior quarter, while Reddit Answers has 6 million weekly active users. When asked whether Reddit Answers will incorporate ads, Wong said, the monetization opportunity I think is always there, but that the company is currently focused developing and integrating the tool.
(Updates with premarket trading in sixth paragraph)
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