I have no idea what companies desire when they're in the ad business on social media sites like reddit, facebook, snapchat or tiktok. Reddit announced an operations team in London in September, and will seek to open offices in three to five countries every year, initially targeting countries in Europe, the Middle East and Africa, she added. This is an interesting statement too, I'm not sure if this is just talking about ad-sales offices or something more significant: They're claiming pretty significant ad-revenue growth, but being a little tricky by restricting that to direct ad revenue and not including all of the programmatic advertising they have now. The source article in the Wall Street Journal has a fair amount more info (but is paywalled).

A lot of big advertisers also advertise across all the major platforms, so it probably didn't look great to claim similar size to Twitter but deliver way fewer clicks/views on ads. On the other hand, having a lower user number can make other metrics like ad-revenue-per-user look better. Daily users definitely makes them look a lot worse overall, because the monthly number they were giving before (430M) put them almost equal to Twitter, while this is less than 30% of Twitter's daily count.

Reddit daily active users