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Reddit Ads is the advertising and conversion tracking platform of Reddit Inc., delivered through the Reddit Pixel JavaScript and the Conversions API.
Reddit Ads is the advertising platform of Reddit Inc., used by publishers and brands to run promoted posts, display ads and video ads across Reddit. The platform measures campaign performance through two parallel mechanisms: the Reddit Pixel, a JavaScript tag installed on advertiser websites, and the Reddit Conversions API, a server side endpoint that pushes events from the backend.
The Reddit Pixel sets a _rdt_uuid cookie scoped to your domain, plus auxiliary cookies like loid, reddit_session and edgebucket on reddit.com. It transmits the URL, referer, viewport, IP address and the events you fire (PageVisit, ViewContent, AddToCart, Purchase, Lead). Advanced Matching sends hashed email addresses and phone numbers when you enable it. The Conversions API ships the same events server side and supports deduplication via event_id.
Loading the Reddit Pixel writes a cookie and reads identifiers, so Article 5(3) of the ePrivacy Directive requires prior consent. The IP address, user agent and event payload are personal data under the GDPR and are used for behavioural advertising, profiling and lookalike audiences. The Conversions API does not write cookies but still processes the same personal data with the same purposes, so consent remains required.
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Consent is the only valid legal basis. It must be granular (separate advertising purpose), prior, specific and informed, with refusing as easy as accepting. The advertised Conversions API workaround does not bypass consent under EU law: the personal data is processed for an advertising purpose, which requires the same opt in as the pixel.
Reddit Inc. is US headquartered and processes all advertising data on US infrastructure. Reddit is certified under the EU US Data Privacy Framework, and its data processing addendum includes the European Commission Standard Contractual Clauses for residual transfers. Document both mechanisms in your privacy policy.
Block the Reddit Pixel and the Conversions API events until consent is recorded through a CMP. Use server side tagging that respects consent signals. Disable Advanced Matching unless that specific purpose was consented to. Add Reddit Ads to your records of processing activities and to your DPIA where relevant.
Websites using Reddit Ads must obtain user consent under GDPR regulations.
DPIA considerations
A DPIA is recommended when Reddit Ads is combined with lookalike audiences, when advanced matching pushes hashed emails and phone numbers, when minors may be in the audience, or when sensitive niches (health, dating, politics) are targeted.
Sample consent text
We use Reddit Ads to measure conversions and tailor campaigns. The Reddit Pixel writes cookies on your device and shares your IP address and browsing context with Reddit Inc. in the United States. We only load the pixel if you accept.
Third-party domains contacted
redditstatic.comreddit.comredd.itads.reddit.comCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| _rdt_uuid | first_party | 90 days | Anonymous identifier used by the Reddit Pixel to deduplicate events and attribute conversions |
| loid | third_party | 2 years | Reddit logged out identifier set on reddit.com |
| reddit_session | third_party | session | Authentication session for reddit.com |
| edgebucket | third_party | 1 year | Routing cookie that assigns the user to a Reddit edge node |
Reddit Ads places tracking cookies for advertising — comply with GDPR using FlowConsent.
The Reddit Pixel sets _rdt_uuid on your domain. On reddit.com itself, loid, reddit_session, edgebucket and token_v2 are written when the user visits the Reddit site. Conversions API does not set browser cookies.
Yes. The Reddit Pixel writes cookies and processes personal data for advertising. Article 5(3) ePrivacy and Article 6 GDPR require prior opt in consent. The Conversions API needs the same consent because it processes the same data for the same purpose.
Consent (Art. 6(1)(a) GDPR). Legitimate interest is not an option for cross site advertising trackers under the EDPB guidelines and the CNIL cookie guidelines.
Yes, all advertising data flows to Reddit Inc. in the United States. Coverage relies on the EU US Data Privacy Framework and Standard Contractual Clauses in the Reddit data processing addendum.
Recommended when Reddit Ads combines Pixel and Conversions API with Advanced Matching, when sensitive niches are targeted, when minors may be exposed, or when lookalike audiences are built.
Use a CMP to block the Pixel until consent. Wire your server side tagging tool to read consent signals and only forward events to the Conversions API after opt in. Disable Advanced Matching unless that specific purpose was consented to. Document the configuration in your records of processing activities.
For community based advertising, alternatives include LinkedIn Ads (B2B), Twitter / X Ads, Quora Ads, Mastodon sponsorships, Discord guild promotions, and direct sponsorships of EU community newsletters. Each comes with its own consent and transfer profile.
List _rdt_uuid (your domain) with purpose, lifetime and controller. Add reddit.com cookies that may be set when the user visits Reddit. Mention the EU US Data Privacy Framework basis for the transfer.