The Good Tech Companies - Scaling Facebook Reels Ads with AI: Divij Pasrija’s Impact

Episode Date: May 30, 2025

This story was originally published on HackerNoon at: https://hackernoon.com/scaling-facebook-reels-ads-with-ai-divij-pasrijas-impact. Divij Pasrija led Meta’s AI ad platform for Facebook Reels, driving massive revenue growth and setting new standards for short-form content monetization. Check more stories related to product-management at: https://hackernoon.com/c/product-management. You can also check exclusive content about #facebook-reels-monetization, #ai-ad-personalization, #divij-pasrija, #meta-ai-product-leader, #digital-advertising-innovation, #short-form-video-ads, #social-media-monetization, #good-company, and more. This story was written by: @echospiremedia. Learn more about this writer by checking @echospiremedia's about page, and for more stories, please visit hackernoon.com. Divij Pasrija revolutionized ad monetization for Facebook Reels by leading the development of AI-driven personalization models. His data-first product strategy boosted revenue, scaled ML systems, and balanced monetization with user experience—earning him Meta’s “Most Data-Driven PM” award and establishing a new benchmark for AI in digital advertising.

This audio is presented by Hacker Noon, where anyone can learn anything about any technology. Scaling Facebook Reels Ads with AI. Devi Pastriha's Impact, by Sonia Kapoor. In an increasingly competitive digital landscape where effective monetization of social media content remains a critical challenge, the extraordinary success of Facebook Reels AI-powered advertising platform stands as a testament to visionary product leadership and technical innovation. Under the strategic guidance of AI, ML product leader Devi Pasrija, this ambitious initiative hast established new benchmarks for revenue growth, machine learning implementation, and personalization technology in the digital advertising sector.

The high-stakes initiative at Meta, centered on developing and deploying sophisticated AI models for advertisement personalization within the rapidly growing Facebook Reels product, presented significant technical and strategic challenges. With responsibility for defining the product vision and orchestrating collaboration between engineering and data science teams, Davi Pasrija tackled the complex task of optimizing real-time relevance models while balancing user experience with monetization objectives. His leadership role demanded exceptional technical insight, strategic foresight, and cross-functional collaboration skills to navigate the multifaceted demands of this cutting-edge project. At the core of this success story was a methodical approach to AI product development and implementation. As the driving force behind the product strategy, Devipastrija championed innovative machine learning solutions and

data-driven optimizations that not only met but substantially exceeded revenue expectations. The initiative achieved an impressive accomplishment that transformed the project into a cornerstone of Meta's short-form video monetization strategy. This exceptional performance required not only technical expertise but also a nuanced understanding of user behavior, content consumption patterns, and the delicate ecosystem of social media engagement. The impact of this leadership extended far beyond immediate financial metrics. Through strategic vision and effective cross-functional collaboration, the project established a sustainable framework for eye-powered advertising that scales dynamically in high-growth environments.

This scalability factor proved particularly valuable in the rapidly evolving landscape of short- and user experience, a critical consideration in competitive social media landscapes where user retention directly impacts long-term revenue potential. The technical complexity of the project demanded innovative solutions for processing vast amounts of user data, developing predictive models that could operate within strict latency requirements, and continuously optimizing algorithms to improve relevance and performance. Throughout this process, Devi Pasrija demonstrated exceptional skill in translating complex technical concepts into business value, ensuring that technical decisions aligned with strategic objectives while meeting rigorous engineering standards.

Stakeholder alignment played a crucial role in the project's success. The exceptional performance and seamless integration of AI technologies into the product ecosystem earned recognition across the organization, establishing Divij's reputation as a uniquely data-driven product leader. This culminated in his receipt of the prestigious, most data-driven product manager award in 2022, highlighting his exceptional ability to leverage data insights into tangible business results. His approach to stakeholder management created strong buy-in from leadership, engineering

teams and business units, establishing a unified vision that accelerated implementation and enhanced outcomes. This achievement built upon Devipastri has established track record of excellence, which includes his previous recognition as Product Manager of the Year, in 2018 while at Expedia. In that role, he spearheaded a transformative two-year strategy to enhance the revenue of a CPC-based native advertising product for hotels. Through implementing eye-based personalization features and optimizing ad placements, he delivered a significant revenue increase, demonstrating his consistent ability to drive significant business value through

technical innovation. The comprehensive approach included reimagining the advertising placement strategy, implementing sophisticated auction mechanisms, and enhancing relevance through machine learning, creating a powerful example of how AI can transform traditional advertising models. creating a powerful example of how AI can transform traditional advertising models. For Devipasrija personally, these projects represent significant career milestones, showcasing his exceptional talent for applying AI to complex marketplace dynamics and managing product market fit at scale. His background combines impressive technical credentials, including an engineering degree from IIT-BHU Varanasi, where he placed in the top 0.5% among 400,000 students in Thil India Entrance Exam, with strategic business acumen developed through his MBA from the University of Michigan.

This unique combination of technical depth and business understanding has consistently enabled him to identify high-impact opportunities for AI implementation and translate them into substantial business outcomes. Throughout his career trajectory, DeVille has demonstrated a remarkable ability to adapt to different industry contexts, from his foundational experience as a software engineer at NetApp to his transformative work in the travel industry at Expedia and his pioneering AI implementations at Meta. This versatility highlights his exceptional skill in identifying

core business challenges that can be addressed through artificial intelligence, regardless of the specific industry context or technical environment. This success story illustrates how visionary product leadership, when combined with deep technical expertise and strategic insight, can transform digital advertising platforms. The Facebook Reels AI advertising initiative not only contributed significantly to Meta's revenue growth but also established new standards for implementing machine learning in content monetization. As the industry continues to evolve, this project serves as a compelling example of how focused leadership can drive exceptional results in

eye-powered product development. The methodology employed throughout these projects reflects Deve Pastria's distinctive approach to product development. A deep commitment to data-driven decision-making, a focus on measurable business outcomes, and a sophisticated understanding of how AI technologies can create competitive advantages when properly aligned with business strategy. His consistent success across multiple organizations demonstrates the transferability of these approaches and their potential to generate substantial value in diverse business contexts. Looking ahead, Divi Pastrija aims to become a global thought leader in AI product management, with particular focus on creating ethical, user-centric, and scalable AI systems. His future work will center on democratizing access to AI technologies and

developing frameworks that ensure AI solutions deliver both business impact and social responsibility. This vision extends beyond immediate commercial applications to address broader questions about how artificial intelligence can be deployed responsibly and equitably across society. Through research publications, patent filings, and mentorship of emerging AI product leaders, DeVay continues to shape the future at the intersection of artificial intelligence and product management. As organizations across industries increasingly recognize the transformative potential of artificial intelligence, leaders with DeVay Pastriha's unique combination of technical expertise, business acumen, and strategic vision will play an essential role in guiding successful implementations.

His career trajectory demonstrates the immense value that can be created when AI technologies are deployed with clear strategic intent, rigorous execution, and unwavering focus on delivering measurable business outcomes. About Divi Pasrija, a distinguished professional in AI, ML product leadership, Devi Pasrija Hase established himself as a leading expert in applying artificial intelligence to complex business challenges. Based in Newark, California, his comprehensive experience spans multiple industries, consistently delivering impressive results through data-driven optimizations and AI implementations.

With an MBA from the University of Michigan complementing his engineering degree from IIT-BHU Varanasi, Dewey brings a rare combination of technical depth and strategic business thinking to his work. His career highlights include driving significant revenue growth through ML model implementations at Meta, increasing product category revenue by 40% through data-driven optimizations, and orchestrating successful AI-powered design transformations. His exceptional analytical capabilities demonstrated early when he placed in the top zero. 5% among 400,000 students in the All India Entrance Exam continue to inform his approach

to complex business problems today. His early foundation as a software engineer at NetApp provided valuable technical insights that continue to inform his product decisions. This technical background enables him to communicate effectively with engineering teams, understand implementation challenges, and make informed decisions

about technical feasibility and trade-offs. Dedicated to innovation and user-centered design, DeVille continues to push boundaries at the intersection of artificial intelligence and product management, creating solutions that transform businesses and enhance user experiences. His forward-thinking approach combines rigorous data analysis with intuitive understanding of user needs, enabling him to identify opportunities for AI implementation that create substantial business value while improving product experiences. This story was distributed as a release by EchoSpire Media under Hacker Noon's business blogging program. Learn more about the program here. Thank you for listening to this Hacker Noon story, read by Artificial Intelligence. Visit hackernoon.com to read, write, learn and publish.