Dive Brief: 

• Reddit has hired former Google exec Zubair Jandali as its first vp of sales. 
• Jandali's experience with Google, and AdMob before that, could prove that Reddit is getting serious about mobile advertising. 
• The social network recently bought Alien Blue—an app that offers mobile access to Reddit—to build its first in-house mobile app. 

Dive Insight: 

Reddit has historically bucked trends in advertising and marketing, but mobile is too big a trend to ignore. As always, Reddit will have to be careful with its user base —who will be keen on calling out marketing—but so far the team has been able to integrate ads well. After all, there are 8,000 "active" user-generated groups with interests ranging from movies to brands to anything you can imagine—making it a natural fit for more native ad content. And Jandali, a self-described "long time lurker on the site," could offer a fresh perspective in approaching mobile ads.