Reaching the right household on the right platform is the whole game. Iridio is adding two more boards to play on.
Iridio, RRD’s social media marketing platform, has expanded its integrations to include Reddit and LinkedIn — giving brands access to two distinct yet strategically valuable audience environments that largely sit outside the conventional Facebook, Instagram, and TikTok playbook.
The expansion is backed by internal performance data that makes a direct commercial argument for the multichannel approach: combining digital display with paid social produces a 67 percent higher average featured sales lift compared to social-only campaigns, according to an Iridio study of nearly 60 consumer packaged goods campaigns conducted between the fourth quarter of 2023 and the second quarter of 2025.
Why Reddit and LinkedIn
The case for Reddit rests on audience composition as much as scale. The platform reaches more than 190 million weekly active unique users — but its value to Iridio’s clients lies in who those users are relative to other platforms. Approximately 28 percent of Reddit users are not active on Facebook, 36 percent are not on Instagram, and 38 percent are not on TikTok. For brands that have saturated conventional social channels, Reddit represents a meaningful pool of consumers they are not currently reaching.
The platform’s subreddit structure also enables contextual targeting that goes beyond demographic profiling. Brands can align messaging with the specific topics and communities their prospective customers are actively researching — a form of relevance that standard social placements rarely achieve.
LinkedIn extends the proposition into a completely different environment. As the world’s largest professional network, it provides access to business decision-makers in a context where professional identity and purchasing authority are explicit rather than inferred. Iridio is currently in beta testing for LinkedIn campaigns, with full integration expected later in 2026.
The Technology Behind the Targeting
Both integrations are powered by RRD’s patented Consumer Graph and Household Connect technologies — proprietary infrastructure that Iridio positions as a privacy-first alternative to cookie-dependent targeting.
The Consumer Graph maps 130 million unique household personas by connecting layers of intelligence from offline and online data sources, enabling high-precision audience identification without relying on third-party data. Household Connect extends this by grouping multiple devices — phones, televisions, laptops — based on shared behavior and location, creating a unified digital profile of a household and mapping it to a physical address. The result is targeted, compliant marketing at scale across devices, channels, and platforms.
Every social campaign also includes advanced brand safety monitoring, using tiered sensitivity settings and keyword blocklists to ensure ads appear only in appropriate, high-quality environments.
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The Performance Case for Combination
The headline finding from Iridio’s internal study is the 67 percent sales lift premium from combining display and social. But the supporting data makes an equally compelling argument. Campaigns that combined display and paid social produced a 47 percent higher average Brand Halo lift — a metric that captures conversion across all of a brand’s measured product lines, not just the featured item — and generated four times the incremental sales compared to single-channel social campaigns.
“We are giving our clients the ability to connect with consumers no matter what platform they are on, while quantifying the direct impact on featured sales lift and incremental revenue,” said Andy Johnson, Senior Vice President and Principal at Iridio. “By integrating Reddit and LinkedIn, we are opening new doors for brands to be part of the conversations that actually drive purchase decisions.”
Iridio operates as a managed service, combining its proprietary demand-side platform with creative, media, and data analytics capabilities. Further information is available at iridio.rrd.com.