Reddit has entered into four partnerships to develop its new Ads API with VidMob, Sprinklr, adMixt and PMG.

Reddit chief operating officer Jen Wong tells MiC that its advertisers were the company’s first priority in establishing these collaborations.

“First and foremost, the priority is to develop an ecosystem of partners that drive towards the best possible advertising experience for marketers on Reddit. This first step involves enabling buying access to our ads platform, which supports our ambitious goals for growing a diverse set of clients globally,” Wong says.

“Our aspiration is to have a vibrant ecosystem that enables third parties to build on top of our platform, in a variety of areas from buying to creative to insights.”

Enterprise clients spending at scale will now be able to streamline their spend while new and self-serve advertisers will benefit from a more seamless process as they get started on Reddit. Overall, advertisers will now have the capacity to measure creative efficacy as well as automate, scale and optimize their campaigns thanks to Reddit’s new partners.

“We have long had the aspiration to build an ecosystem of partners via our API that enables more effective and efficient campaign management on our platform,” says Wong.

“We are now launching with a diverse set of partners who are forward-leaning innovators in their areas. They offer a broad range of expertise to ensure we build a foundation across a comprehensive and meaningful set of benefits for our clients.”

Reddit’s Ads API is just a first step towards the company’s wider Marketing API ecosystem currently in development.