Meta CEO Mark Zuckerberg. Photo by Bloomberg.
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Meta Reshuffles Leadership of Ads Team As Company Scrambles to Contain Apple Fallout

Photo: Meta CEO Mark Zuckerberg. Photo by Bloomberg.

One of Meta Platforms’ big hopes for responding to Apple’s ad tracking changes is to persuade more merchants to set up stores within the Facebook and Instagram apps. To help advance that effort, Meta late last month replaced the leader of its advertising and business products division, installing a former News Feed head with personal ties to CEO Mark Zuckerberg to run it.

Meta promoted John Hegeman, who most recently was vice president of ads product, to lead its wider ads and business products organization. In his previous role, Hegeman was responsible for handling the technical response to Apple’s tracking restrictions but now he will also have oversight of the commerce expansion, among other responsibilities. He succeeded Dan Levy, a veteran of Meta who had overseen the division for three years, and who will now run the business messaging team within Hegeman’s organization.

The change amounts to a demotion for Levy, though he framed it as of his own making in an internal post viewed by The Information, noting that business messaging is a “big growth opportunity” for the company.

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