Ecommerce Playbook: Numbers, Struggles & Growth The Future of Ads According to Meta (Straight from the Summit)
Jun 24, 2025
Tony Chopp, VP of Paid Media at Common Thread Collective, shares insider insights from Meta's Performance Summit. He discusses the future of ads, focusing on the importance of incrementality and how it could revolutionize measurement. AI customization, creative diversity, and user-generated content are highlighted as essential for successful campaigns. Chopp also delves into new tools like Opportunity Score and Headroom Analysis, providing a roadmap for performance marketers looking to adapt and thrive in an evolving landscape.
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Meta's Incrementality Focus
- Meta is shifting towards incrementality as a core focus for ad measurement to better reflect actual business impact.
- This shift connects to AI becoming more customizable with profit and LTV signals, moving away from generic automation.
Creative Diversity is Essential
- Creative volume, variety, and velocity are mandatory to succeed on Meta.
- Meta's Andromeda algorithm evaluates creative based on differentiation like presence of people and type of product shots.
Leverage UGC for Better Ads
- Invest in generating UGC (user-generated content) at scale to improve ad performance on Meta.
- Register for workshops like the UGC production workshop to learn effective strategies.