Abstract: The invention comprises a spring loaded plier-type holder adapted to receive an ear tag applicator on one of the jaws. The other jaw is bifurcated and consists of two centrally apertured plates between which the ear of the animal is received. Squeeze pressure on the two jaws forces the applicator together with the associated ear tag, through the aperatures in the plates and through the ear of the animal whereupon it is retained. Slots are formed in the plates to permit withdrawal of the plates from around the ear tag as the ear is disengaged from the plates. The device enables the ear tag to be inserted with one hand leaving the other hand free to control the animal.