Reddit on Thursday took steps to strengthen its global advertising business, announcing a partnership with IPG Mediabrands that gives the agency real-time access to information on cultural trends through a dashboard that identifies Reddit trends.

Reddit Global Executive Vice President and President of Advertising Harold Klaje said the company’s refining tools, teams, and resources to ensure that Mediabrands’ clients are set up for long-term success on our platform.

Clients will also have access to creative services from KarmaLab, Reddit’s in-house creative strategy agency.

Lindsay Kaufman, who joined the Reddit team last summer from Initiative, where she was Head of Digital Partnerships for the east coast, will lead the IPG Mediabrands partnership.

Reddit’s global Agency Development team will lead the partnership. The team is led by Global Director of Reddit KarmaLab Will Cady.

The data will come from the Trending Insights Dashboard, an interactive tool that algorithmically determines trending content on Reddit based on growth trajectory, engagement, and viral spread. These reports will speak to cultural changes and unpack how advertisers can leverage trends before they become mainstream.

Brands want data-driven understanding of consumer sentiment. The insights gathered from Reddit communities provide a strong opportunity for brands looking to align with passionate audiences.

The partnership with IPG Mediabrands is Reddit’s second enterprise partnership and first global partnership. Reddit’s growing presence in the U.K., Canada, Australia, and Germany will allow Mediabrands to work with Reddit’s local sales, marketing sciences, and community teams to ensure the best possible results for their clients. A number of Mediabrands’ clients have already built relationships with Reddit globally to explore more opportunities.