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.