Snap CEO Evan Spiegel today outlined the company’s restructuring plans, announcing executive appointments to lead the business following the departure of two prominent advertising leaders, Jeremi Gorman and Peter Naylor. . The new structure will give advertisers a clearer sense of Snap’s priorities and alignment with the advertising industry after Gorman and Naylor leave.
Spiegel has announced that Jerry Hunter will be promoted to Snap’s Chief Operating Officer (COO). This is a new role leading engineering, advertising products, advertising sales and more. The management change is part of a broader shift at Snap, which is laying off 20% of its staff as the company seeks to save money in a turbulent economic climate. , replacing the corporate structure in which Gorman was Chief Operating Officer. Hunter said he has been with Snap as his senior engineer since 2016, and his appointment to the top of the advertising and engineering hierarchy shows that Snap is prioritizing his technology in advertising. I’m here. Hunter, who he helped build Snap’s auto ads platform, is an area the company needs to focus on.
“Jerry has repeatedly demonstrated the rigor of operating at scale,” Spiegel said in a statement, adding, “We built our advertising platform, rebuilt our Android product, optimized our infrastructure, and most recently, the all-important platform integrity. An investment in our team, and we believe Jerry’s promotion will not only lead to improved near-term execution, but also to increased velocity of innovation in the long term.”
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Meanwhile, Snap’s vice president of US advertising solutions, Luke Kallis, will take over the role left by Naylor, who was vice president of Americas, a Snap spokesperson said. Gorman and Naylor both head to Netflix to help the streaming giant build its advertising business. Netflix was partnering with Microsoft to build a connected TV advertising service, and Netflix was looking for a key advertising executive to help them go to market. Gorman will become Netflix’s president of worldwide advertising, and Naylor will become vice president of advertising sales.
Advertising industry leaders say Snap could face challenges after losing two stable pillars of its advertising business. But the restructuring also shows that Snap has new needs as a business. Hunter is known for his Ad Tech, which is what Snap needs to support programmatic advertising on his mobile devices. Snap says its earnings outlook for the year is below expectations. Snap grapples with the same problems that plague his other mobile marketing landscapes. Apple and Google are evolving the way they share data with apps on mobile devices, disrupting the normal flow of advertising. Marketers need new ways to target and measure ads, and apps like Snap are developing new applications, his platform and data products to reconfigure how marketers keep their signals. doing.
In a public document Wednesday, Snap said its near-term goals are primarily focused on improving its advertising platform, including first- and third-party measurement. Measurement is important for app performance marketers because they need to know if they’re driving downloads. Apple’s data changes made it unclear when ads worked.
Spiegel also said Snap will hire a new president for the Americas. Europe, Middle East, Africa; and Asia Pacific. Additionally, Dave Roter will remain with the company as Vice President of Global Agency Partnerships.