Tony Chopp

VP of Paid Media · Common Thread Collective

Podcast guest · Cited in 7 answers

About

Tony Chopp is the VP of Paid Media at Common Thread Collective, where he leads Prophit Engineers in diagnosing ecommerce issues using the Hierarchy of Metrics framework for over 170 brands. He appears on the Ecommerce Playbook podcast discussing media strategies, Meta ad insights, and emerging trends like agentic commerce.

Host of

Top questions Tony Chopp answered

• How do I use explore how traditional media and niche critics can influence brand perception and consumer behavior in unexpected ways for ecommerce?
  Chasing coverage from traditional media and critics is a distraction from what actually moves the needle today. The most effective approach is to become the media yourself, creating a brand so compel…
• How do I use audience targeting and exclusion for ecommerce?
  The biggest change in audience targeting is that the platforms are handling it differently. Meta is pushing automation that requires broad, account-level exclusions, while Amazon is adding more granu…
• What's the best way to structure Google PMax campaigns for a multi-product Shopify store?
  The big debate around Google PMax is between one consolidated campaign to maximize machine learning, and a segmented strategy that splits campaigns by Brand and Non-Brand. For most stores, separating…

Signature topics

• Hierarchy of Metrics — Framework for diagnosing ecommerce problems from business-level to campaign-level metrics.
• Paid Media Strategy — Expertise in holiday media buying and channel optimization for ecommerce brands.
• Meta Advertising — Insights from Meta's top executives on evolving ad platform changes.
• Agentic Commerce — Analysis of AI-driven commerce shifts involving Shopify and Google's protocols.

Credentials

• Marketing and Media Studies — Michigan State University

Notable achievements

• 10,000+ hours of expertise in META and Google Ads platforms

Links

Website · LinkedIn · Twitter / X