The Company that Killed the Cookie

via GIPHY By Aaron Peabody 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 pieces of data passed from a web server to a web browser when you visit...

El Toro Announces Postal Rate Discounts for Campaigns that Combine IP Targeting and Direct Mail

Louisville, KY — Beginning March 1, a new United States Postal Service (USPS) discount program will allow companies that utilize direct mail to qualify for up to 2% off postage costs when they integrate their campaigns with El Toro IP Targeting. The Postal Service is launching several discount programs that provide incentives to companies when they utilize direct mail paired with innovative digital technologies. These programs offer postage discounts to mailers who use advanced technologies to...

Paying for “Viewability” is a Scam

By Estefan Albeiro 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 into rationalizing wasted dollars. Viewability should NEVER impact CPM, because it is not an accurate metric. If...

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 targeting.  Typically, additional types of targeting variables can include factors like demographics or geography, this is often referred to as...