Michael Coppola is Chief Executive Officer of Amsive, the data-led performance-marketing agency formed from Path Interactive, SourceLink, and Vision. He co-founded Path Interactive in New York City in 2005, ran it for more than a decade, and has led Amsive since February 2025 after four years as its president.
Marketing at Westwood One
Before he started an agency, Coppola held marketing-management and corporate-training roles at Verizon Communications and Viacom. His last corporate job was director of national marketing for Westwood One, then a Viacom subsidiary, where he built integrated campaigns for national advertisers such as BMW and McDonald's.
Co-founding Path Interactive
He and Michael Candullo founded Path Interactive in New York City in 2005 as a full-service digital agency. Coppola served as CEO and Candullo as COO. The firm later moved into a larger office in Manhattan's Flatiron District, and Lily Ray joined its SEO team in 2018.
In 2019 SourceLink bought Path. Coppola said in the acquisition release that "this is a union of companies who share the same values and approach," with Path working closely with clients "with a focus on delivering maximum ROI." In 2021 SourceLink, Path, and Vision relaunched together under the Amsive name, and Coppola became president.
Since 2010 he has also taught digital marketing as an adjunct instructor at New York University.
Leading Amsive Since 2025
Coppola succeeded Brad Moore as CEO on February 1, 2025, according to Amsive's succession announcement. The agency added answer engine optimization to its search practice that year. In an early 2026 webinar on Amsive's 2026 performance model, with Ray and media lead Inna Zeyger, he argued that brands should plan marketing around audiences across channels and treat AI as part of everyday operations. He added a warning: "Automating for the sake of automating is not going to provide any marketing value."
In the same session he said leaders in AI-era marketing are "no longer defined by how many people report to you and what your span of control is," and that what counts is how a leader affects outcomes. He also admitted that cooking is a hobby and that he checks ChatGPT's recipe suggestions with a Google search before trusting them.