If the market for initial public offerings recovers in the new year, one company that aims to go public early on is Reddit. An IPO will put the spotlight on the prospects for Reddit’s advertising business, which has fallen short of ambitious growth targetsoutlined by executives two years ago. ...
That was one of the reasons they killed the api: to support ad growth. Unfortunately they failed to realize the combination of ad-blocking browsers and users just quitting the site from losing client access means they were never going to hit pre-IPO revenue targets.
Had they instead focused on affordable API pricing and driving subscriber revenues up, they would have exceeded revenue targets.
source: I was in a somewhat similar position (not quite the same, no third party client), but chose different and found myself making more subscription revenue than ad revenue thanks to a viewer base more than happy to pay more.