Reddit (NYSE: RDDT) has announced new lead generation features aimed at helping advertisers connect campaign activity to business outcomes, including CRM integrations, expanded audience targeting, and new measurement partnerships.

According to a company statement, more than 20 million business decision-makers use Reddit globally, with 9 in 10 having used the platform to research business products or services in the past year.

The new tools allow advertisers to direct prospects to landing pages or custom forms and route lead data into existing CRM systems. Reddit is also making "Max campaigns" available for lead generation, which the company says automates campaign settings and creative rotation to optimize performance.

Reddit is expanding its targeting and measurement capabilities through partnerships with Bombora, Demandbase, Clay, G2, and Octane 11 for audience integrations. Measurement partners Octane 11 and Dreamdata, currently in alpha, are intended to connect Reddit activity to attribution and pipeline reporting.

A beta integration with HubSpot is being tested as a platform partner for attribution, reporting, and account setup. Reddit says Pixel and Conversions API implementation is planned for later this year.

The company is also introducing in-market audiences in beta, available through Max campaigns, targeting users actively researching purchases in categories including enterprise AI and cybersecurity. Reddit said advertisers using in-market audiences saw an average improvement of nearly 7% in cost per acquisition compared with other first-party targeting options.

Reddit cited cybersecurity firm Huntress as a case study, saying the company used Reddit's community targeting across ad placements and cut its cost per acquisition by more than half across two campaigns. Reddit also said 40% of sales-qualified accounts sourced from Reddit in the past year converted into sales opportunities.