Twitter hires ad tech veteran Bruce Falck to rejuvenate ad tools

Twitter TWTR 2.52%

has hired ad technology veteran Bruce Falck as the new chief revenue officer, the company said Thursday. He will report directly to the company’s chief executive, Jack Dorsey.

Mr. Falck joined Twitter after working for ad-buying technology company Turn, where he had been CEO since September 2015. Prior to Turn, he was COO of video ad company BrightRoll and spent eight years working on various ad technology products at Google, including its display ad network and ad exchange.

Mr. Falck’s appointment, along with recent updates to Twitter’s data policies, reflects a desire to deliver more targeted and measurable advertising offers to marketers. It also comes at a time when the company faces increasing pressure from investors to grow its stagnant advertising business.

Twitter revenue rose 1% to $ 717.2 million in the first three months of 2017, its 10th consecutive quarter of slower revenue growth.

Like most other online ad sellers, the social media company is battling the growing power of online advertising giants Facebook and Google, which continue to nibble market share thanks in large part to their strength. user data and the huge audience their services attract.

Twitter changed its privacy policies on Wednesday to allow it to store certain information about its users for 30 days instead of 10 days, and to share this data more generously with its partners. These tweaks are designed to better personalize ads and other content on Twitter, the company said.

During this time, Mr. Falck has extensive experience creating and managing data-driven advertising tools designed for both digital advertising sellers and buyers. At Twitter, he will be responsible for both engineering and product development related to advertising tools, the company said.

“I am very happy to join Twitter, one of the most important companies of our time. The team has made great strides in renewing its focus on products that are both valuable and differentiated for consumers and advertisers, and I am delighted to have the chance to build on this momentum, ”said Mr. Falck in a statement.

Write to Jack Marshall at [email protected]

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Majorie T. Leonard

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