"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...
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...
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 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...
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...
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...
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...
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,...
The Environmentally Friendly Way to Do Your Direct Mail (and yes, it saves you money too) By: Abigail Griggs Other data and direct mail providers are notoriously infamous for the amount of waste they generate. Let's get practical and break down the true numbers of waste being generated. First thing you need to know: not all direct mail even makes it to the mailbox. USPS has the responsibility of forwarding, returning, and/or disposing of mail...
Taking advertising more seriously By: Jeremy Sneed 2020 is the year for change. 2019 just doesn’t have that ring to it, that jingle. 2020, however, is so much more aesthetically and euphoniously pleasing. Already it’s all we hear as we talk with clients, friends, and family. It seems as though 2020 is going to be everyone’s golden year. We have some 2020 resolutions of our own that we concocted on behalf of those in our...
