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...

You have a great viewability rate and no sales. Why? Because viewability doesn’t matter

Viewability is an online advertising metric that has gained traction in the digital advertising industry as a way of measuring if a display ad was actually seen by an Internet surfer.  Viewability has even become a selling point among some ad platforms.  But there is a dirty little secret in the online advertising industry, viewability doesn’t matter.  Why?  Because viewability is touted to be a metric of success.  Here’s the hard truth, the only measure of...

Viewability, Non Human Traffic and IP Targeting

El Toro has a somewhat unique view of ad traffic in the United States. In order to provide the most accurate IP targeting we have deployed server clusters in three US data centers that allow us to view ingress traffic from our partner ad networks. We then use this data to manage our bids and control our programmatic ad placements. An interesting by-product of this data is that we observe a tremendous amount of programmatic...