El Toro CEO Statement on Apple Private Relay

Recently Apple announced a series of proposed initiatives at its Worldwide Developer Conference (WWDC). One of these possible changes is a product called Private Relay, which would be included in a proposed premium version of iCloud.  According to Apple’s public statements, Private Relay would prevent IP Addresses from being used for tracking. This potential feature is essentially a low-level Virtual Private Network (VPN) for Apple users who subscribe to the service.   To quote the Wall...

Why Social Media Advertising Falls Short

Social Media advertising is, by far, the simplest way for any brand to begin its digital advertising journey. Platforms such as Facebook have made it easy to get in and start displaying ads to users in a matter of hours. There are many benefits for brands to advertise on social media, but there are also drawbacks. Smaller brands, as well as those just starting, can benefit greatly from using social media advertising, as they can...

We Are Over The Top About OTT!

"What is OTT, and what is all the hype about?" This is a common question at the forefront of the ad industry. We wanted to take a few minutes to break down OTT for anyone looking to spice up their advertising initiatives or looking for the next big thing.   What is OTT? OTT is the hot new item in the ad tech industry, allowing advertisers to reach target audiences in ways that have not always...

Is AdTech About to be FLOC’d by Google?

As many of you know, we love bulls at El Toro.  Our intern program is called “Running with the Bulls;” our office has been called “The Bullpen” by local media outlets, and; our annual user conference is named “Round Up.”  The year 2021 was always going to be an exciting one for El Toro since – according to the Chinese Zodiac -- it is the Year of the Ox (which we at El Toro believe...

What is a DayPart?

DayParting Explained DayParting is an important and highly utilized mechanism when it comes to running digital campaigns. Sometimes dayparting is used to reach a certain subset of a population. For example, if you’re looking to reach executives while they are work, you would utilize a DayPart from 9am to 5pm against the business that you’re actively targeting. Another example would be if you wanted to target a local business’s employees. Employees are more likely to...

Installing a Retargeting Pixel in WordPress

Installing a retargeting pixel in WordPress is typically very easy.  Retargeting web visitors is also a common best practice to help maximize conversions.  As such El Toro clients often ask us to help re-target their web traffic.  Unlike El Toro's IP targeting technology, which is cookie-less, our web user retargeting technology uses a pixel or cookie to track site visitors. Please note, if you use Google Tag Manager then this article won't apply.  There's an...

COVID-19 Advertising: Understand the Shift

There is no doubt that times have changed, even from just a mere few months ago. As the COVID-19 pandemic and response continue to evolve, we are seeing major shifts in our economy and our lives. Typically, offices would be bustling with employees, stadiums would be packed with fans, and restaurants and bars would be filled with happy customers. Now, most Americans find themselves limited almost entirely to the confines of their homes. This new...

Proving Cookies Wrong

Cookies Get It Wrong A Real Look at the Inaccuracies of Online Tracking We talk a lot about cookies.  Most of all, at El Toro we’re transparent in communicating that cookies and other forms of online tracking are plaguing the world of advertising. The fraud and inaccuracies that accompany cookies are simply detrimental to ad targeting. Why? Cookies track everything you do and everywhere you go online. This tracking creates a cookie profile with assumptions...

What is IP Targeting?

IP Targeting is the process of taking IP addresses and using them for the purpose of ad targeting. An IP address is a simple series of numbers. An IP address is a unique number assigned to a specific device’s network connection. Think of it like a social security number or a fingerprint, each IP is unique to that specific network connection. Internet Service Providers, who host these overall network connections, are the ones who assign...

How to Target with Behavioral Advertising

Take an investigative look into behavioral targeting and behavioral advertising. In your research, and you’ll find trails leading down the road of online-tracking. By definition behavioral targeting is the method of using consumer’s behaviors and actions for the purpose of delivering more targeted, relevant advertising. The only issue here is that behavioral targeting is more often than not a term used to actually describe cookie-targeting. It’s not a consumer’s actual behaviors that are being tracked for targeting,...