Discord Opens Ads to All Brands

Discord has launched Discord Ads Manager, a tool that allows companies of all sizes to plan, buy, and track ad campaigns in one place. This move marks a significant shift in the platform's advertising strategy, which previously required brands to have a direct sales deal with Discord to run ads.

The new tool is particularly aimed at smaller game studios and marketers, providing them with an opportunity to reach Discord's vast user base of over 90 million daily users. Select advertisers can already use Discord Ads Manager, with full self-serve access scheduled to be available in early 2027.

In addition to the launch of Discord Ads Manager, Discord is also expanding its Video Quests feature. Video Quests are short ads that users can watch in exchange for in-game rewards, with the new version built for phones and requiring users to watch for approximately 15 seconds. Brands can purchase these ads through Ads Manager, with a premium version, Video Quests Reserve, available for big brand campaigns.

According to Adam Bauer, Discord's advertising chief, the changes will enable advertisers to target users more widely. The platform also plans to introduce more ad formats in the future. This development comes after Discord began showing ads in 2024 and filed confidentially for a stock market listing in January.

## Why it matters The expansion of Discord's advertising business has significant implications for the platform's users and the wider tech industry. With its large user base and growing advertising capabilities, Discord is poised to become a major player in the digital advertising market. However, some users have expressed concerns that the increasing presence of ads, along with new age checks and AI moderation, could alter the platform's character and user experience. Discord's co-founder and chief technology officer, Stanislav Vishnevskiy, has also shared these concerns, highlighting the need for the platform to balance its commercial ambitions with the needs and preferences of its users.

As Discord continues to evolve and expand its advertising business, it will be important to monitor the impact on its users and the broader tech landscape. With its unique blend of community features and gaming focus, Discord is well-positioned to capitalize on the growing demand for digital advertising solutions. Nevertheless, the platform must navigate the challenges associated with introducing ads to its user base, ensuring that the experience remains engaging and rewarding for all parties involved.