Twitter (TWTR), the social media network operator aiming to boost the money it generates from marketers, has hired a long standing player in advertising technology.

Bruce Falck, who will report directly to Chief Executive Jack Dorsey, will be the general manager of revenue product, joining the social media company from Turn, an ad-buying technology company where he was CEO. Falck also worked as the chief operating officer for BrightRoll, a video advertising company, and for eight years at Alphabet’s (GOOG) Google. (See also: Facebook, Twitter See User Growth in March Quarter)

The appointment of the executive comes amid a push to develop tools that enable marketers to run more targeted ads. Just this week Twitter announced it is updating its privacy policy and will use information from users' profile and activity to figure out what their interests are. For Twitter, the move to collect more data on users is part of an effort to court brands and thus increase its advertising dollars. (See also: Why Twitter's Problems Aren't Going Away)

While Twitter had a strong showing in its first quarter, in terms of beating Wall Street estimates, the company's revenue fell for the first time y-o-y since its IPO, underscoring the uphill battle it faces. It is currently in a big fight with the likes of Facebook (FB) and Google to garner advertising dollars at a time when the two are growing in terms of their marketing dominance. Falck brings to the table a ton of experience in creating and running data driven ad focused tools, reported the Wall Street Journal. “I am very excited to be joining Twitter, one of the most important companies of our time. The team has made great strides in renewing their focus on products that are both valuable and differentiated for consumers and advertisers, and I am thrilled to have the chance to build on this momentum,” Falck said in a statement.

Falck’s hiring comes amid a recent exodus of top level executives at Twitter and in a week in which co-founder Biz Stone said he would be returning to the microblogging site. As of April, the company had lost 17 executives in 12 months with it losing 60% of its top level employees in 2016 alone.

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