Tony Chop

Tony Chop, VP of Paid Media from Common Thread Collective, discusses the impact of PMAX on Google Ads, strategies for optimizing PMAX campaigns, and recent shifts in ad spend distribution. He shares insights on Google Shopping, data feeds, and the evolving digital advertising space, providing actionable advice for marketers looking to enhance their Google Ads proficiency.

Tony Chopp, VP of Paid Media at Common Thread Collective, shares insights on Meta's groundbreaking incremental attribution model. He discusses how this new feature can revolutionize ad performance measurement by utilizing continuous holdout testing to achieve real-time conversion tracking. The conversation also delves into the advantages of incrementality measurement over traditional methods, the implications for media buying strategies, and early test results showcasing its effectiveness. A must-listen for anyone in performance marketing!

Join Luke Austin, VP of e-commerce strategies at Common Thread Collective, and Tony Chop, VP of paid media at the same firm, as they unveil PAM—the Profit Allocation Model. This innovative tool revolutionizes how e-commerce businesses allocate ad budgets to maximize profitability. They discuss the significance of incrementality for evaluating ad success and share insights on optimizing budget distribution across channels. Tune in to learn how PAM streamlines decision-making and connects business goals with actionable advertising strategies!

Tony Chop, an intrepid explorer of incrementality, joins the discussion on Meta's groundbreaking Incremental Attribution product. Discover how this innovative tool showed an 18% uplift in conversion value compared to traditional attribution methods. The conversation dives into the mechanics of this new setting and its potential to revolutionize media buying strategies. Learn how continuous incrementality tests can optimize ad spend and why this could be a game changer for future campaigns in digital advertising.

Tony Chop, former DTC operator now with Common Thread Collective, explains how consolidation fixes structural ecommerce problems. Luke Austin, hands-on profit-engine operator, walks through media strategy and forecasting wins. They focus on clarity from single-operator workflows, how fragmented teams hurt handoffs, a live sale that outperformed projections, and where 2026 growth dollars should flow.