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Citi維持對Reddit股票「買入」評級 同時上調目標價至163美元
投資銀行Citi週二繼續維持對Reddit（紐交所代號：RDDT）股票的「買入」評級，並將目標價格由158美元上調至163美元。Citi指出，儘管預期第二季度用戶增長將趨於平緩，但受廣告商需求強勁支撐，仍看好該股表現。
Citi此番最新展望，源於其在戛納廣告節期間與Reddit高層的會談，包括CEO Steve Huffman、COO Jen Wong及投資者關係負責人Jesse Rose。Citi強調，在與市場營銷人員、品牌及廣告代理商的交流中，Reddit頻頻被提及，顯示其在廣告界的認知度正在顯著提升。
雖然第二季度每日活躍用戶增長仍是投資者關注的焦點，但Citi援引近期Sensor Tower的數據，暗示用戶增長趨勢有望趨於穩定。該行對Reddit在產品上的投資表達了信心，特別是在Answers（搜尋）、新興營銷工具及數據能力等方面。
Citi在評估中還特別提及了幾項具吸引力的產品創新，包括動態產品廣告（Dynamic Product Ads, DPA）及社群智慧工具，這些都吸引了廣告商的高度興趣。Citi同時指出，Reddit善於利用其龐大的數據資源，這是公司的一大競爭優勢。
基於上述因素，Citi上調了對Reddit第二季度及未來的財務預測，儘管承認短期用戶增長面臨挑戰，但仍支持更高的目標價。
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評論與深度分析
Citi此次調升Reddit目標價，顯示市場對該平台商業化潛力的信心正在增強，尤其是在廣告收入方面。Reddit長期以來被視為以用戶社群為核心的討論平台，但用戶增長放緩一直是投資者的隱憂。Citi通過強調廣告商對Reddit的興趣，揭示了該公司正成功轉型為一個更具商業價值的媒體渠道。
值得注意的是，Reddit的產品創新，尤其是動態產品廣告和社群智慧工具，反映了其在數據驅動營銷上的進步。這不僅提升了廣告投放的精準度，也增強了平台的競爭力。對香港及國際市場來說，這意味著社交媒體廣告的格局正在變化，品牌開始重視用戶參與度高且具針對性的社群營銷。
不過，Citi對用戶增長的謹慎態度也提醒投資者，Reddit仍需克服用戶基數增長放緩的挑戰，才能保持長期的增長動力。如何在保持社群文化的同時推動商業化，將是Reddit未來發展的關鍵。
總體而言，Citi的報告為Reddit描繪了一幅廣告需求強勁、產品創新持續推進的積極畫面，這對於尋求新興數字廣告機會的投資者來說，提供了值得關注的視角。香港投資者應密切留意Reddit如何平衡用戶增長與商業化策略，這將決定其在全球數字廣告市場的地位能否持續提升。
以上文章由特價GPT API KEY所翻譯及撰寫。
