Snap hires Google Ad Executive to improve ad performance
(Reuters) – Snap Inc, the owner of photo messaging app Snapchat, said on Wednesday it has hired a former Google executive to help the tech company improve the performance of its digital ads.
Darshan Kantak, who previously led product management for search ads at Alphabet Inc’s Google, joins Snap as head of revenue products. Before Google, Kantak worked at Facebook-owned Meta Platforms Inc. and Microsoft Corp.
Snap is rebuilding its ad sales team after two key executives left for Netflix Inc. last year. Last month, Snap hired Rob Wilk, a longtime Microsoft advertising executive, to lead ad sales in the Americas.
The Santa Monica, Calif.-based company is also working to improve how Snapchat ads can drive product sales at a time when some advertisers are cutting their marketing budgets amid concerns about high inflation and the economy.
Snap said in January that first-quarter revenue could fall as much as 10% due to weaker advertising demand.
Kantak leads Teams developing ad formats and also focuses on improving the measurement and optimization of Snapchat ad performance, the company said.
Like other digital ad platforms, Snap has been hit by privacy changes that Apple introduced to iPhones in 2021, making it harder for apps to measure how their ads can lead to website visits or sales.
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