Discord is opening up its advertising business to companies of all sizes, Scharon Harding for Ars Technica. The chat app has launched Discord Ads Manager, a tool for planning, buying, and tracking ad campaigns in one place. Select advertisers can use it now, with full self-serve access expected in early 2027.
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Until now, most brands needed a direct sales agreement with Discord to run ads. The new tool is aimed at smaller game studios and advertisers, offering a more affordable and flexible solution for showcasing their products and services. The self-service feature is expected to enhance the platform’s accessibility, allowing smaller businesses to compete in a field that was previously dominated by larger players.
Discord is also expanding its Video Quests, short ads that users watch in exchange for in-game rewards. The new version is designed for mobile and asks users to watch for about 15 seconds. Brands can purchase these through Ads Manager, while a premium version, Video Quests Reserve, is sold directly for larger ad campaigns.
This form of advertising is particularly attractive for companies targeting Discord's young audience, which is accustomed to rewards and gamification.
Discord says these changes will allow advertisers to target users more effectively. More ad formats are expected, according to head of advertising Adam Bauer. The ability to target advertising is critical for companies, as it allows them to better utilize their advertising spend and achieve higher conversion rates.
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Discord, which claims to have more than 90 million daily users, only started showing ads in 2024. The platform, which started as a communication tool for gamers, has evolved into a broader social network, hosting communities with diverse interests. The decision to introduce ads was inevitable, given the platform's size and influence.
It confidentially filed for an IPO in January, Bloomberg reported. The move signals Discord's desire to further expand and strengthen its financial position, attracting investors and strengthening its market presence.
Not everyone is happy with the changes. Some users are concerned that the ads, along with new age controls and AI moderation, could negatively impact the platform. Discord co-founder and chief technology officer Stanislav Vishnevskiy has expressed similar concerns, citing the concept of “enshittification.” This concept refers to the degradation of the quality of a platform as it pursues commercial exploitation, which can alienate users and reduce the appeal of the platform.
Currently, Discord's ads are relatively unobtrusive, appearing as small pop-ups and sidebar cards that only open when clicked. This approach allows Discord to keep the user experience as seamless as possible, avoiding the excessive annoyance that more aggressive advertising tactics can cause.
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The introduction of Discord Ads Manager and the expansion of Video Quests are important steps for the platform's commercial strategy. As Discord continues to evolve, it will be interesting to see how it balances the need for revenue with the desire to maintain a positive user experience.
