Fast-growing communications app Snapchat has lured the person who brought advertising to Facebook's Instagram product to become its chief operating officer, according to a new report. All Things D says that Emily White will work to grow the ephemeral messaging company, which recently turned down multi-billion-dollar offers from Facebook and Google. A persistent question for Snapchat has been how the free service will make money, and White's hiring offers a strong suggestion that advertising will play a key role. Snapchat confirmed the acquisition to All Things D.