Home Platforms Meta’s Head Of Online Sales On What It Means To Run A ‘Leaner’ Company

Meta’s Head Of Online Sales On What It Means To Run A ‘Leaner’ Company

Justin Osofsky, head of online sales, operations & partnerships, Meta

Meta plans to stay scrappy.

The company has laid off more than 10,500 people since the start of the year (and roughly 20,000 total since November). But now that the deepest cuts are over, the focus for the rest of 2023 is on “removing barriers that slow us down and introducing new AI-powered tools to speed us up,” CEO Mark Zuckerberg told investors during the company’s most recent earnings call in late July.

As a leaner machine with a flatter organizational structure, it’s possible for smaller teams to more quickly develop products and bring them to market.

“We’re finding we can be more agile with relatively small teams and ship products fast,” Justin Osofsky, Meta’s head of online sales, operations and partnerships, told AdExchanger.

The recent launch of Threads is a good example of this new “flatter is faster” mantra (which is arguably catchier than “move fast with stable infrastructure” and less reckless than Facebook’s original motto of “move fast and break things”).

Meta released the text-based (purported) Twitter killer Threads – built in-house by the Instagram team – in just seven months from start to finish.

“We’re running a leaner, scrappier company overall,” said Osofsky, who moved into his role at the Meta mothership in February after four years as COO of Instagram.

AdExchanger spoke with Osofsky to get a pulse on the state of Meta’s business.

On what’s next for Threads: “The reception it’s had so far means that it’s meeting a need. That said, we’ve got a lot of work to do to make the product great. We’ve been shipping new features fast over the past few weeks, but we also need to make sure that retention is there. There are multiple things that have to happen before we think about how to monetize.”

On the role of automation: “At first there’s an education component. Advertisers want to know what our AI-driven ad products do, how it makes their jobs easier and how it’s different from business as usual. That’s as true for the Advantage+ suite as it is for other products, like our Conversions API, or CAPI. In that case, advertisers want to know how they can get better measurement and better understand their results.”

On using AI to rank and recommend content: “We’re building large language models and using training data to produce results that are hopefully better for people. For example, we can recommend content from accounts you don’t follow but that we know you would be interested in. We call this ‘unconnected content.’ Recommending unconnected content allows people to discover new interests, which in turn creates a better experience and leads to more engagement.”


AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

On Reels monetization: “We’re seeing a lot of engagement here, and I think that’s evidence our investments in AI are paying off. There are more than 200 billion plays of Reels every day across Instagram and Facebook. But while it’s good to see organic growth, we’re also continuing to improve the ad products and the formats, including overlays and experimenting with AR.

“Whenever we layer in monetization, it has to be in a way that feels consistent with the experience. We’re doing that with Reels, and it’s how we would do it with Threads if we monetize at some point in the future.”

Answers have been lightly edited and condensed.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.