There isn’t an account manÂagÂer in exisÂtence who doesn’t want the maxÂiÂmum effiÂcaÂcy for the agency’s ad camÂpaigns. And KenÂtucky-based startÂup El Toro thinks it can delivÂer this goal so well it may send shivÂers down the giant verÂteÂbrae of big beasts like Google and Microsoft.
Micro-tarÂgetÂing
It’s takÂing IP tarÂgetÂing to an unpreceÂdentÂedÂly fine grain levÂel by enabling adverÂtisÂers to tarÂget not mereÂly regions, not just clusÂters of homes, but indiÂvidÂual homes. No one else seems to be doing this, which should whet the appetites of those results-focused account manÂagers we just mentioned.
El Toro launched in July last year after raisÂing $400,000 from friends and famÂiÂly. Eight months latÂer, it’s not only cash flow posÂiÂtive but it’s also garÂnerÂing rave reviews from far and wide. Account manÂagers who worÂry about the priÂvaÂcy impliÂcaÂtions of El Toro’s granÂuÂlar tarÂgetÂing techÂnolÂoÂgy might be interÂestÂed to know that the startÂup began life as a fraud buster for interÂnet transactions.
CEO StaÂcy GrigÂgs had lost hunÂdreds of thouÂsands of dolÂlars to interÂnet ad fraud in the past, a devÂasÂtatÂing expeÂriÂence he and his team resolved to do someÂthing about. But the techÂnolÂoÂgy his team startÂed develÂopÂing began to sugÂgest greater potenÂtial than fraud bustÂing alone.
As GrigÂgs puts it:
“The InterÂnet is fueled by adverÂtisÂing, withÂout bilÂlions of dolÂlars in ad revÂenue many of the free tools we take for grantÂed today would no longer exist. Our theÂsis was that by elimÂiÂnatÂing fraud and waste from the sysÂtem we could draÂmatÂiÂcalÂly increase the effiÂcaÂcy of online adverÂtisÂing and build a great comÂpaÂny along the way.”
IncreasÂing the effiÂcaÂcy of online ads
El Toro can map indiÂvidÂual IP addressÂes to physÂiÂcal addressÂes. With a list of physÂiÂcal addressÂes, GrigÂgs explains, his team can “place interÂnet adverÂtiseÂments on the comÂputÂers at those physÂiÂcal addressÂes based soleÂly on a mailÂing address.”
Unlike the comÂpeÂtiÂtion, El Toro doesn’t use cookÂies; it prefers offline empirÂiÂcal data. Users, which curÂrentÂly include major conÂsumer brands, the auto indusÂtry and uniÂverÂsiÂties, can manÂage their accounts with ease via El Toro’s demand side platÂform and cloud-based infrastructure.
And GrigÂgs is bullÂish about the risk of Google and Microsoft copyÂing; he thinks they should be worÂried that a litÂtle startÂup like El Toro can disÂrupt their marÂket. Maybe he’s got a point.