blog

Big Bad Ad Tech

Recently AdAge published an article titled "Why Ad Tech is the Worst Thing to Happen to Advertising”, giving their honest reflection on the gaping holes in ad tech. As much as the ad tech industry has flourished, it still has a long way to go. Why, as a community, has the ad tech industry tolerated fraud and absurd metrics?  Because, until now, no company or technology had and the ability to target individuals on a one-to-one basis or could use hard data to prove results.

An article on the Internet giant, Yahoo, stated that 30 to 70 percent of their ads were not serving in areas they claimed to be. Interestingly enough, Yahoo isn’t the only company facing the harsh reality of ad fraud because he industry as a whole loses billions yearly to ad fraud (AdAge). Why is the ad tech industry continuing down this path of fraudulent advertising? Because 75% of publishers and 59% of advertisers haven’t the slightest idea how to prove what is and is not human traffic (Distil Networks).

El Toro has been focused on the removal of fraud from ad tech for years. IP targeting is the answer to proving human traffic and campaign success. All of the questions and concerns can be answered by IP targeting since matchbacks can be done after the sales cycle of any given campaign. When comparing a list of consumers targeted to the call to action data, El Toro can verify conversions, giving a realistic and honest metric of the success of the campaign. El Toro has finally figured out a way to reach a consumer on a 1:1 reach, without cookies, mitigating fraud, and giving the advertiser proof of conversions. No other technology does this.

As an industry, let’s make this year the year we put advertising fraud in its grave. El Toro will be once again be the rebels of ad tech. And once again El Toro will cast aside the metrics of old (viewability, CTR, time on page, etc.) and focus on the only thing that matters: conversions.

Start your New Year off right and give us a call today.

Share

Related Blog Posts
  • Understanding Issue Advocacy Advertising

    While money and political will can drive change, public opinion is historically the most influential catalyst for that change. Issue advocacy advertising influences public opinion to promote specific causes rather than selling products or services....

  • Defeating Ad Fraud: How to Protect Your Campaigns

    In the world of digital advertising, ad fraud is a pervasive challenge, casting shadows over the integrity and effectiveness of online marketing campaigns. As advertisers allocate budgets to digital channels, the prevalence of fraud threatens...

  • Formula 1 Advertising: Reach Fans with El Toro’s Strategies

    In this digital age, where attention is a prized commodity, Formula 1 stands as a powerhouse platform for brands seeking to captivate audiences. With its blend of speed, innovation, and glamour, Formula 1 allows advertisers...

  • GeoFraming™: A Comprehensive Guide

    In the world of digital marketing, seeing where people go online is a valuable tool to understand their behavior and what products they might be interested in. But what if you could use people's real...

El Toro Logo Bull

Ready to Run With the Bull?

Contact Us