Reddit Inc ( RDDT ) announced an expanded partnership with Sprinklr Inc ( CXM ) covering both Reddit’s Data API and Advertising API.

What Happened: Reddit ( RDDT ) and customer experience management platform company Sprinklr ( CXM ) have inked an expanded strategic partnership making Sprinklr ( CXM ) the first official partner of Reddit’s Advertising API.

The partnership will allow Sprinklr ( CXM ) customers to access the full Reddit ( RDDT ) advertising suite and easily integrate Reddit ( RDDT ) into their enterprise advertising strategies and campaigns. Insights from the Sprinklr Data API integration can also help inform advertising strategies to reach intended audiences on Reddit ( RDDT ).

The Reddit Data API provides Sprinklr ( CXM ) customers direct access to near real-time public conversations on Reddit ( RDDT ). Businesses will now have access to enhanced feedback, sentiment, trends and competitive insights to better understand their customers and brand reputation.

“It’s getting harder for businesses to drive growth – there are fewer new places to reach, understand, and meaningfully engage with audiences online,” said Jonathan Flesher, Reddit’s VP of business development.

“We’re excited to partner with Sprinklr ( CXM ) because we know the deep value of Reddit’s contextually-rich discussions as a means for businesses to learn what people think, spot trends, test ideas, and participate in informed discussions.”

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RDDT Price Action: Reddit ( RDDT ) shares were slightly down 0.35% at $59.86 at the time of publication, according to Benzinga Pro.