Frequently Asked Questions
Here are a few answers to our most common questions:
General Information

What is El Toro?

El Toro is an advertising technology (adtech) enterprise with multiple patented and therefore proprietary technologies. Our technologies are innovative and unique in their abilities to execute digital advertising with zero fraud but rather with 100% accuracy and transparency.

Where will my ads appear?

El Toro places ads on over 1 billion websites. This is what allows us to serve our (currently) nearly 30-50 billion advertising impressions per day. We serve on about 90% of the daily available ad inventory online. Popular sites where El Toro places ads include but are not limited to: Weather Channel, ESPN, Yahoo, and CNN

Can I control who sees my ads?

Yes! This is one of the most sought after aspects of El Toro’s IP Targeting platform. Our tech has the ability to target your ads to specific households of your choosing with accuracy ensured.

How many ads should I display per month?

It depends on your message, product and a number of other variables. Typically, we recommend between 20-40 impressions per month and per target.

Does El Toro use cookies?

No.

What sort of campaign reports will I get from El Toro?

We're all about providing you with your campaign results. El Toro issues monthly reports that include impressions served, clicks, conversions and click-through rate (CTR).

*Additionally, at the completion of a campaign we are able provide clients with a full matchback analysis which compares your targeted audience with your new sales to make available the return on investment for a campaign.

How is this different than Pay Per Click?

Through PPC or Pay Per Click advertising you only pay when the prospect clicks on the ad. PPC has lost its reputation as online fraud and bot traffic have taken over 30% of traffic and clicks on the web.

What sort of CTR should I expect?

Industry standard CTR for display advertising is currently around .06%. Here at El Toro, we tend to see around double that.

It is important to note: we encourage clients to look beyond click through rate (CTR) and focus on metricslike conversions, sales and return on investment (ROI).

How many ad variants should I use?

El Toro recommends at least two ad variants at the beginning of a campaign to conduct a proper A/B test for ad efficacy. Once we develop performance history on the ad variants, we often adjust the ad serving of the campaign to focus on the most productive advertisements.

What size ads do I need?

Creatives should be within the following dimensions (below).  We recommend that clients provide at least one creative in each size to maximize available ad inventory. While we can run campaigns with fewer sizes, it limits the inventory available and may result in the campaign taking longer to serve.

  • 300x250 (pixels)
  • 728x90 (pixels)
  • 320x50 (pixels)
  • 160x600 (pixels)
  • 300x50 (pixels)

Should I merge all of my data into one list?

Not necessarily!  Having visibility into data sources is a valuable tool in determining the success of campaigns and to assist with planning future campaigns.  Put more simply, some lists are better than others. By providing El Toro with more segmented data and more data visibility we can provide better guidance on future campaigns.

What type of organizations does El Toro work with?

We have clients in most major industries. Our clientele range across several Fortune 500 companies to mom and pop shops. We also are commonly known for our work with political campaigns and political action committees as well as non-profit organizations.

Does El Toro work with advertising agencies?

Yes! To find out if your firm qualifies to become a reseller of El Toro's technlogy, please contact us.

Can El Toro make sure my ads do not appear on specific sites?

Yes. By default we will not serve ads on adult or “vice” sites.  Additionally, we eliminate sites with a history of low quality or fraudulent traffic.  If you would like us to further restrict what sites upon which we display your ads, we are happy to accomodate any requests

What file formats does El Toro accept for my ads?

JPG, GIF, and PNG files are all supported. All creative sizes need to be less than 40 KB.

Do I need to provide El Toro with a list of prospects to target?

While it is typical, it is not required. Most of our clients provide us with their list of customers, past customers or prospects to target with our technology. If you do not have a list, we have tech for that too. We have the ability to use our IP Targeting to build client's out audience segments based on consumer location.

For information on list specifications, click here.

Can El Toro prepare the ads for me?

We encourage clients to use their in-house team or advertising agency to assist with creative design and messaging.  If you do not have an agency, we would be happy to introduce you to some of our partners.

How can I make my campaign more successful?

By adhering to the standards and suggestions discussed within the El Toro website, ensuring that your ad is compelling, and confirming that your list is current and includes only relevant targets.  In addition to this, you can implement a form of conversion tracking and work with your account manager at El Toro to conduct a conversion analysis on campaigns.

Can I use Flash in my ads?

No, we do not support Flash files.

Can I use audio in my ads?

No, auto-initiated audio is frequently blocked by publishers which will greatly limit the quantity and quality of sites that we have access to serve your ads on.

Can I use animation in my ads?

Yes, if any animation is present within the ads, it must stop within 30 seconds of the ad serving.  This can be done by limiting loops to 1 to 3 rotations.

Do I need to have my logo on my ad?

Yes, for your ad to be displayed online, ads need pass a 3rd party audit.  One of the requirements of this audit is that some form of corporate identification be visible on the advertisement.  This can be your logo or the name of your organization, it also needs to match what is used on your landing page for the ad campaign.

Can I use IP targeting with my direct mail campaign?

Yes, we have a large number of customers who incorporate IP Targeting in conjunction with direct mail campaigns.  We find that the pairing of IP Targeting and direct mail greatly increases the overall advertising effectiveness.

Does El Toro offer mobile ad targeting?

El Toro offers mobile targeting to people seen at locations of interest.  Typically these are airports, stadiums, universities, even competitor locations.  For more information, please visit our Mobile Advertising FAQ.

Does El Toro support ads hosted on 3rd party AdServers?

Yes, this will typically require a slight modification to the code to ensure that the ClickTag's work properly.  To get get more details and see code samples visit our 3rd Party AdServer page.

Mobile Ad Targeting

What targeting can I use on mobile?

El Toro is able to target and report on in-app and on-device web impressions by:

  • Device Type- Tablet, Phone or Desktops & Laptops
  • Device Make and Model- Apple iPhone, HTC Droid Incredible, etc.
  • Carrier- Verizon, Sprint, etc.
  • Connection Type- Carrier-based or wi-fi/static
  • Mobile Operating System- Android, iOS, etc.
  • Mobile Browser- Android, Blackberry, etc.

System (i.e., device type, device make/model, OS, browser, carrier and connection type), frequency, geography, daypart, segments, and test/control targeting all work for in-app and device-optimized web campaigns.  However, targeting based on tag position and tag query strings is possible only for device-optimized web campaigns.

What types of mobile inventory can I buy?

There are two types of mobile inventory: in-app and device-optimized web sites.

  • In-App- Applications that are installed on mobile phones and tablets, i.e., Clash of Clans.
  • Device-Optimized Web Sites- Web sites that are optimized for viewing and interaction in browsers on mobile phones and tablets.

Does conversion tracking work in mobile browsers?

In mobile browsers, post-click conversion tracking works just like it does in non-mobile web browsers. Post-view conversions, however, can only be tracked across non-Safari mobile browsers.

Does conversion tracking work in mobile apps?

Yes. Even if the user converts in a separate mobile browser later (having closed the app in which they initially clicked the ad), the correlation to the click in the app can still be tracked.

What types of creatives can serve in mobile campaigns?

You can serve standard banners and MRAID creative on your mobile campaign.

We recommend using the following creative sizes on mobile devices:

  • 120x600
  • 160x600
  • 300x50
  • 300x250
  • 320x50
  • 468x60
  • 728x90
IP Targeted Video

What are the standard video advertisement lengths?

Video has to be less than or equal to requested duration (i.e. we can bid on a 15 second request with a 10 second video.)

The standard durations available via our system are as follows:

15 second, 30 second, 60 second

What are the standard dimensions for video ads?

Standard video sizes are as follows:
400x225
400x300
480x360
640x360
1920x800

Additionally, Google only supports: 480x360, 640x360, and 1920x800. If El Toro is hosting the video, we will automatically encode any 400x225 and 400x300 video ads to fit Google’s size requirements by adding letter boxes.

Companion ads are supported, but only standard image files are accepted. Flash files are not supported. Size formats are as follows:

300x250
300x60

What types of video placements are available via the El Toro system?

Pre-Roll (This represents majority of inventory)
Mid-Roll
Post-Roll

What are the recommended aspect ratios?

If El Toro is hosting, we will encode and automate to the correct size

4:3, 5:2, 16:9

What are the supported file types?

Mov, Flv, Wmf, mp4, webm, MPG

Reverse Append FAQ

How does it work?

You install a pixel (a single line of code) on your website, this pixel captures the IP addresses of your web visitors and transmits it to El Toro. The IP address is then translated through our patented algorithms into a mailing address. We then use this address to send a targeted direct mail piece to any selected web visitors.

Do I buy Reverse Append directly from El Toro?

No, since the ultimate deliverable is a variable print direct mail piece you must purchase this product from one of our authorized print partners.

Does my site have enough traffic to use Reverse Append?

Your site should have a minimum 10,000 unique visitors per month to meet the campaign minimums for Reverse Append. This should yield roughly 2,000 direct mail pieces per month.

Can I target all my anonymous web visitors with Reverse Append?

No. El Toro takes the visitor data from the pixeled site and serves ads only to the households matched with at least 95% confidence.

What is the typical match rate with Reverse Append?

Typically 20%-30% of your total web traffic should be targetable via this process.

What about other programmatic mail vendors?

We currently hold a patent on our process of doing this. Therefore, no one else on the market is able to inimitate it.

How does El Toro obtain IP addresses?

Our process for mapping an IP address to a physical address is protected by issued patents and several additional pending patents. All of our source data is opt-in.

Should I use First Class Mail for delivery of these direct mail pieces?

Our recommendation is yes. The quicker you can get an offer into an active prospect’s home the more likely they are to purchase from you. Our print partners are highly experienced in helping you determine the best format and delivery timing of your direct mail piece.

My printer is not listed as an El Toro partner, can I still use them?

It depends, Reverse Append print partners go through a certification process and must commit to a volume minimum to remain part of the program. As such, not all printers will qualify. If your printer is not currently part of the program, we would love to talk with them and see if they qualify.

I am a printer and would like to offer Reverse Append to my clients, what are the requirements?

First, you need to have variable print capabilities. Second, you need have the ability to send up to 100,000 mail pieces a year. Third, your development team must have the expertise to build into our JSON API. Finally, you need to execute an addendum to your El Toro MSA to offer this service.

Can I use Reverse Append in all industries?

No because of restrictions on Personal Health Information (PHI), Reverse Append is not available for healthcare clients.

What web visitors should I target?

Target the highest value leads first. A good place to start is with shopping cart abandonments and users that configured a product on your website and then add users whose web traffic was indicative of significant purchase intent (visited 4+ pages, visited other high value pages, etc.)

Do I need to change the privacy policy on my website?

Most likely. In order to use Reverse Append you must notify web visitors that their data is being collected and used in this way. If your current privacy policy does not do this you will need to have your legal counsel update it. Any customer using the system that is discovered by El Toro with an inadequate privacy policy will be suspended from using Reverse Append until they have properly updated their privacy policy.

Can you give me a list of addresses for our web visitors?

No, protection of individual privacy and Personally Identifiable Information (Pii) is important to El Toro. As such, we have developed a privacy safe method to transmit this data to a print partner and have the data deleted after it is used to produce the direct mail piece.

Can I suppress current customers from being mailed?

Yes, our mail partners can eliminate your current customers or any other specified households from any mailing if you share a full customer list with them.

Can I just send mail to prospects from certain zip codes or states?

Yes, our direct mail partners can scrub the list to only include prospects from certain geographic areas.

Can I use a mail house located outside of the United States?

No, due to data export restrictions on PII, Reverse Append data cannot leave the United States.

What sort of results can I expect?

Generally, we see conversion rates between 1%-5% on these campaigns. The key variables to improving results are to target higher quality visitors, provide a more attractive offer, personalize the offer based on the web visit and have the direct mail piece arrive as soon after the web visit as possible.

How do I get started?

Contact your El Toro Account Manager or any one of the print partners listed on our Reverse Append product page.