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...