The Company that Killed the Cookie
In this post we’ll elaborate on targeting via internet cookies versus 1-to-1 IP targeting–the El Toro way, and why one is immeasurably more sound and accurate than the other. A Brief History on Cookies When we say “cookie” we’re not referencing the dough creations one bakes in their oven. We are referring to the bite-sized […]
Paying for “Viewability” is a Scam
In online advertising, there is a supposed metric called “viewability.” Of course, businesses who advertise want 100% viewability. The higher the viewability rate, the higher the CPM. Viewability should measure how effective ads campaigns are, right? Wrong. El Toro is out to prove that “viewability” is nothing more than a way to trick marketing directors […]
IP Targeting vs Behavioral Targeting
Behavioral targeting of consumers online is a common practice for increasing online advertising efficacy and reducing cost. Behavioral targeting is the practice of tracking and analyzing a user’s online activity to determine previously unknown personal characteristics about that user. Behavioral targeting can be used on a stand-alone basis or in conjunction with other types of […]