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...

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...

Display Advertising that Works:  Improving Your IP Targeting with UTM Codes

Display Advertising that Works: Improving Your IP Targeting with UTM Codes

Attribution. It’s the holy grail of online marketing, isn’t it? Every online marketing executive works overtime to know how many clicks it takes for that customer to get from your display advertising—whether that be in an email newsletter, in a website banner ad, an online newspaper ad, or a direct mail landing page--to a purchase conversion. Getting that kind of data may seem impossible, especially if your customers make more than one trip around the...

Click Through Rates—Are You Getting All You Can?

Nothing says they like you like a click. Learn more.  Buy today. Vote for us. Tell us now. A click is instant gratification and attribution that your online efforts are working. Isn’t it? My answer to that would be yes, and in some cases, no. Like most things in life, your click through rate (CTR) is only as good as the planning and product that you put into it—and the end results, your sales conversions,...

Click Fraud & Changing The Way You Advertise Online

Phantom Advertising Stats There are an array of companies online that can deliver hundreds of thousands of visitors to your website with the flick of a switch. You can decide where those “visitors” come from geographically and even where and how those “visitors” click through your page. This can be done for literally fractions of a cent. What does all this mean? Will those “visitors” actually buy something? Are these people even real humans? Who...

Retargeting Web Traffic

Retargeting of website visitors is a valuable component of many web advertising campaigns.  Retargeting is simply the process of targeting web users who visited your site previously, but did not convert.  When used in conjunction with IP targeting, retargeting can increase click-through-rate (CTR), conversions and sales.  El Toro offers retargeting to our clients as part of our service offering.  Retargeting visitors from your website requires the installation of a retargeting pixel that the team at...

Five Elements of Great Display Ads

El Toro offers one of the best technologies available for targeting your message to online audiences, however great targeting can’t overcome poor ad design. Through our platform, we have access to a great deal of data on what works and what doesn’t work with display advertising. Strong ads can outperform weak ads by as much as 200% when measuring click-through-rate (CTR).  Simply put, better ads equal better campaign performance. Let’s take a look at some crucial...