The division has tried to build in-app commerce features to make up for that "signal loss," while also using artificial intelligence to improve ad targeting precision, with mixed success.Įxecutives see business messaging as another part of the solution, as it could finally monetize the popular chat app WhatsApp, which Meta bought for $22 billion in 2014 but has yet to produce significant revenue. That larger unit oversaw Meta's adaptation to Apple Inc's iOS privacy changes in 2021, a costly disruption that cut Meta's access to the valuable user data around which it had built its targeted advertising business. He was replaced in that role last year by John Hegeman, another long-time executive who had managed ads product under Levy and, in his new role, became Levy's boss. Previously, Levy ran Meta's ads and business products division, now called Monetization. The business messaging project he heads has been flagged by Zuckerberg for growth potential, although he was replaced last year as overall head of ad and business products. Levy did not immediately respond to a request for comment. "I made this decision slowly (over the last 2+ years) and then all of a sudden," he wrote.Ī Meta spokesperson confirmed Levy's departure and said business messaging would remain a strategic priority and area of investment for the company this year. ReutersĪ veteran Meta advertising product executive will leave the company in May, according to an internal announcement seen by Reuters, amid a months-long pruning of projects and staff that Chief Executive Mark Zuckerberg has dubbed the "year of efficiency."ĭan Levy, currently the social media giant's vice president of business messaging, said in a post to Meta's internal social network on Monday that he wanted to focus on family after losing a child to leukemia. The logo of Meta Platforms' business group is seen in Brussels, Belgium December 6, 2022.
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