The owner of the photo messaging service Snapchat, Snap Inc, announced that it has hired a former Google executive to assist in enhancing the effectiveness of its digital advertizing.

The firm, which is headquartered in Santa Monica, California, also wants to enhance how Snapchat commercials might result in product sales at a time when some advertisers are reducing their marketing budgets due to high inflation and economic concerns.

After losing two of its key leaders to Netflix Inc. last year, Snap is overhauling its ad sales staff. Rob Wilk, a seasoned Microsoft advertising executive, was hired by Snap last month to oversee ad sales in the Americas.

As a result of reduced demand for advertising, Snap stated in January that first-quarter revenue could fall by as much as 10 percent.

Snap has been affected by privacy modifications that Apple pushed out on iPhones in 2021, along with other digital advertising platforms.

These changes made it more challenging for applications to analyze how their ads can result in website visits or purchases.

Darshan Kantak joins Snap as senior vice president of revenue product after leading product management for search advertisements at Alphabet Inc.'s Google.

Kantak formerly held positions at Microsoft Corp. and Meta Platforms Inc., which is owned by Facebook.

According to the firm, Kantak will direct the teams in charge of creating new ad formats and concentrate on enhancing the way Snapchat ads are measured and optimized.