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...

Cookie Targeting

As one of the first companies to offer IP targeting, we often have prospects compare El Toro to legacy services they have tried which are typically based on cookie targeting. Let’s take a few minutes and explore cookie targeting of web users and how it works. Simply put cookie targeting is the process of collecting, correlating and aggregating user data using cookies. As most readers of this blog know, cookies are short snippets of code...