Discord is transforming its business model by integrating advertisements to generate revenue, collaborating with Kantar to help advertisers assess campaign effectiveness. With the introduction of Play Quests and video ads, Discord aims to engage a broader marketing audience, indicating a strategic change from its ad-free policy since 2015. The move comes as Discord prepares for a public offering, needing to enhance its profitability, unlike other platforms like Reddit, which successfully leverage ad revenue for growth.
Our partnership with Discord is helping marketers better understand Discord as an advertising platform for new generations.
Introducing ads can be a slippery slope, though, especially for social media companies that prioritize ad revenue to please investors.
Discord's new ad-friendly approach to business is very different than its previous strategy, which kept Discord ad-free from its 2015 launch until last year.
Currently, Discord's ads are limited to clickable sidebars within the platform and offer direct benefits to users.
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