Snap poached people from the giants and hired a former Google engineer as the head of the project.

On the morning of June 6, Beijing time, Snap said it had hired a new senior vice president of engineering from Google, the latest in a series of new hires by Snap to boost its advertising business.

Eric Young, a former vice president of cloud engineering at Alphabet Google, will lead the core infrastructure of Snap, best known for its popular photo messaging app Snapchat.

Eric will also lead efforts to improve Snap's advertising positioning and metrics on Snapchat, which has been made more difficult by privacy updates on Apple's iOS devices.

Although Snap has been expanding the audience of Snapchat, which now has 750 million active users a month, Snap has struggled to generate revenue at the same rate.

In April, Snap said it was taking steps to simplify the way users interact with ads and improve the relevance of ads displayed to users, which the company said hurt the effectiveness of some advertisers in the short term.

During his time at Google, Eric focused on building the technical infrastructure for products such as search, advertising and YouTube.

Before hiring Eric, Snap hired Rob Wilk, a former head of advertising at Microsoft, as president of the Americas, and another former Google executive to take charge of its revenue products.