End of Year Lookback: 2017 was Good to El Toro!

It’s been a pretty incredible year at El Toro. This company, having been started by three individuals in a basement just five years ago, is one of the fastest growing technology companies in North America.

El Toro’s explosive growth hasn’t always felt like a bonanza because every day we’re focused on providing the best service we can offer. However, when we step back and consider the fact that no one has ever accomplished what we’re doing in the digital advertising realm, it’s been an incredible trajectory.

If you don’t know anything about us, here’s your glimpse into what we’ve been up to in 2017. If you’ve been with us for a while, let’s relive some moments together!

January- When El Toro was budding, was the service platform. It served us and our clients well, but with new products coming soon, a new, more powerful interface had to be designed. After months of full-time development and testing, the El Toro Portal V2 was launched in January. El Toro Portal V2, or, integrated reporting, made custom campaigns easier to set up, created space for new products, and offered faster, more user-friendly navigation of all the El Toro IP Targeting tools. Since its launch, Portal V2 has served billions of impressions, launched thousands of campaigns, and enabled thousands of MatchBack Analyses to improve the state of digital advertising.

April- Our annual Thunder Over Louisville Watch Party! If you’re new to Louisville, Thunder is the largest fireworks display in the country and kicks off the month-long Kentucky Derby Festival. Our own Maurice Williams won the KDF’s burger challenge for the second year in a row and he prepared his Smofried signature dishes for our party. Over 400 clients and guests came down for an incredible evening full of food, laughs and networking.

May- It was time to integrate more tools to Portal V2. We struck a partnership with several institutions and the first cohort of Running With The Bulls development interns began work in May. RWTB’s all-hands-on-deck approach led to serious improvements of the El Toro tech, while providing major real-world experience to the brightest college students and career hopefuls in the area. Importantly for us, RWTB established a strong recruitment and development pipeline for our development team.

June- With extra staff from organic hiring, recruitment, and RWTB, El Toro kicked it into high gear and formally launched our groundbreaking mobile targeting tool, Venue Replay, and integrated it into Portal V2. This new tool targets individuals at home based on their past geolocation. Venue Replay is now being used in high-end retail, insurance, finance, recruitment and an incredible variety of other verticals.

July- We embarked on a nationwide tour named Stampede to meet with agencies and their clients, printers, consultants, and large companies. Stampede has become an extension of our pledge that we are willing to go the extra mile to establish strong business relationships and have well-qualified users of our technology for years to come. Stay tuned, Stampede will be back in 2018!

August- The tail end of the year became a whirlwind. Louisville Business First named us the Best Place to Work in Louisville for the second straight year for a medium-sized business and we were issued a second patent, giving us more control over our IP address mapping technology, the raison d'etre for our company. This new patent gave us more flexibility with our tech and we welcomed our second cohort of RWTB development interns who were put to work and put the finishing touches on two new products.

September- Our quickly multiplying development team added Digital Canvassing to our Portal V2 offerings. This new tool appends IP addresses to the nearest homes of a selected record, allowing our clients to individually target the neighbors of their clients. This new tool made waves in the retail and services industries, and will continue to make itself known for cluster targeting.

October- Reverse Append was officially launched and integrated into Portal V2 after a year of beta testing. This new tool allows companies to retarget their web traffic with direct mail through an El Toro licensed print partner. This exciting new tool recently yielded a 1,100% return on ad spend for a $3B dollar national furniture company.

November- Arguably the craziest month we’ve had, November saw us watch our beloved partner Louisville City FC win the USL Cup in-front of a sellout crowd. Then a week later our best accolade of the year was announced. Our three-year revenue growth of 12,000% saw Deloitte officially rank us as the 13th fastest-growing technology company in North America in their Technology Fast 500 rankings. It was our first year being eligible for the ranking, and we’re proud to be the only company from Kentucky on the list!

December- We bundled our final year-end Holiday bash with our user conference, The El Toro Round Up. Over 100 of our clients and partners came to Louisville to learn in-depth features of our tools and the following day our Holiday party brought together nearly 400 of our closest friends, family, and relatives.

To say that 2017 was kind to El Toro is an understatement. The last twelve months saw our team nearly double in size to over eighty full-time employees, we relaunched our base offering in Portal V2, introduced three distinct evolutions of our IP Targeting digital advertising capabilities, and our company was announced as one of the fastest growing technology companies in North America.

It goes without saying, but we’ll say it anyways: Our success isn’t possible without our agency and print partners, our support networks, and our friends and family. Together we’ll make 2018 an even better year!


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