Reddit has introduced a new advertising format called 'Interactive Ads' designed to increase user engagement with promotional content. This new ad unit allows brands to create custom, interactive experiences such as mini-games, quizzes, and dynamic reveals directly within the Reddit feed. The goal is to move beyond static image and video ads to capture greater user attention. The company stated that the new format offers advertisers more creative freedom to build campaigns that invite active participation. By making ads more engaging, Reddit aims to improve ad recall and interest among its more than 100,000 communities. It remains to be seen how Reddit's user base, often skeptical of overt advertising, will respond to these more immersive promotional formats.