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

What does El Toro do?

El Toro has invented and patented a unique series of technologies that allow our customers to precisely target their customers online using banner and display ads.

Where will my ads appear?

El Toro has access to place ads on over 1,000,000 websites that include 30-50 billion advertising impressions per day.  This is about 90% of the available daily ad inventory on the Internet.  Popular sites where El Toro places ads include FoxNews, MSN, CNN, and Yahoo!

Can I control who sees my ads?

Yes, this is one of the primary principals of El Toro’s IP Targeting platform. We target your ads to specific households with laser-like accuracy.

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.

Does El Toro use cookies?

Not for our IP Targeting, since we know the IP address of specified households we have no need to use cookies for primary targeting.  We will occasionally ask clients to incorporate either conversion pixels or remarketing pixels into their campaigns based on the type of campaign that El Toro is running.

What sort of reports do I get from El Toro?

We provide monthly reports that include impressions served, clicks, conversions and click-through rate (CTR).  Additionally, at the completion of a campaign we generally provide clients with a match-back analysis which compares your targeting segment(s) with new sales to demonstrate efficacy and ROI for the campaign.

How is this different than PPC?

PPC or Pay Per Click advertising relies on a user searching for a specific keyword. Ads are placed on the top and sides of the search page along with the search results, and the hope is the consumer will click on the ad.  You only pay when the prospect clicks on the ad.  Unfortunately, this type of advertising has been losing efficacy in recent years as people have learned how to game the system with traffic arbitrage and click farms.

What sort of CTR should I expect?

Ultimately most clients see an increase in CTR with an El Toro campaign, but we encourage clients to look beyond click through rate (CTR) and focus on metrics that have more meaning to their business like conversions, sales and return on investment (ROI) for the ad campaign.

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 will often adjust the ad serving of the campaign to focus on the most productive advertisements.

What size ads do I need?

Creative should be within the following dimensions (below).  We recommend that clients generate at least one creative in each size to maximize available ad inventory.  While we can run campaigns with fewer sizes it will limit the inventory available to us and may result in the campaign taking longer to serve the ads you purchased.

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

Should I merge all of my data into one list?

No!  Having visibility into data sources is a valuable tool in determining efficacy of campaigns and assisting with planning future campaigns.  Put more simply, some lists are better than others. By providing El Toro with more visibility into the sources of your data we can provide better guidance on what data to use on future campaigns.

What type of organizations does El Toro work with?

We have clients in most major industries, ranging from several Fortune 50 companies to political campaigns, political action committees, non-profit organizations and churches.

Does El Toro work with advertising agencies?

Yes! To find out if your firm qualifies to become an El Toro reseller, please contact us.

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 addition of IP Targeting greatly increases the effectiveness of direct mail.

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 the universe of sites upon which we display your ads, we are happy to incorporate this into your campaign.

What file formats does El Toro accept for my ads?

El Toro places either banner or display ads.  All creative sizes need to be less than 40 KB.  JPG, GIF, and PNG files are all supported.

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

Typically yes, most of our customers provide us with a list of customers, past customers or prospects to target with our technology.  If you do not have a list we can help you obtain one from a list provider or work with you to build a targeting segment based on an analysis of your current customers or prospects. More information on list specifications can be found here.

What is a DSP?

A Demand-Side Platform or DSP is a technology tool that aggregates online advertising buyers and sellers.  El Toro integrates with a number of DSPs to bid on real-time inventory of ads.

Can El Toro prepare the ads for me?

We encourage clients to use their advertising agency of record to assist with creative design and messaging.  If you do not have an agency, we would be happy to introduce you to companies that can help with crafting your message and ads.

How can I make my campaign more successful?

Comply with the ad standards discussed in this FAQ, ensure that your ad is compelling, then confirm your list is current and includes only topical targets.  Additionally, implement conversion tracking and work with your account manager at El Toro to conduct a conversion analysis at appropriate points for long-running campaigns.

Can I use Flash in my ads?

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.

How should I measure success from my IP targeting campaign?

We encourage our customers to focus less on clicks and more on conversions.  Additionally, our most compelling return on investment data comes from post-campaign match-back analysis.  Unlike most forms of online marketing, El Toro starts a typical campaign with a target list of customers or prospects. By Comparing this list to your list of actual sales is one of the most effective methods to determine the efficacy of an individual campaign.

Do I need to have my logo on my ad?

Yes, to be displayed via a demand-side platform (DSP), ads need pass a 3rd party audit.  One of the requirements of this audit is that some form of corporate identification is visible on each 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 this ad campaign.

Does El Toro offer mobile ad targeting?

El Toro offers mobile targeting to high value buildings and locations.  Typically these are airports, stadiums or universities where one can make some assumptions about the demography and purchasing intent of the people in the buildings.  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 device-optimized 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:

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:


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

Pre-Roll (This represents majority of inventory)

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 address and visit information for your web visitors and transmits it to El Toro. The IP address is then translated into a mailing address and used to send a targeted direct mail piece to selected web visitors.

Do I buy Reverse Append directly from El Toro?

No, considering 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?

Generally your site should have a minimum 10,000 unique visitors per month to meet the campaign minimums for Reverse Append. This should yield roughly 2000 direct mail pieces per month.

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

No, for a number of reasons explained below. First according to Incapsulate over 50% of the traffic to the average site is non-human (bots). Second you will have traffic from sources other than households or businesses that will not be targetable with this system. And finally, there are consumers who have opted-out of targeting via El Toro’s platforms, who will not be targetable.

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?

As with any good idea, there will be imitators. We filed a patent on this process in early 2016 and are still patent-pending. We entered a closed beta with a small number of print houses in early 2017 after a year of development on the product. As with any El Toro product, all we ask is you give us a shot and evaluate us against whatever other platform you are considering or using. If you are basing your decision on ROI, ROAS or response rate, we are confident we will be the best option.

How does El Toro obtain IP addresses?

Our process for mapping an IP address to a physical address is protected by one issued patent 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 (DMP’S)?

That is typically our recommendation, since the faster 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 DMP.

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. But 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 to be able to commit to ramping up to a minimum 100,000 monthly DMP’s using Reverse Append data. Third, your development team must have the expertise to build into our JSON API. And finally, you need to execute an addendum to your El Toro MSA to offer this service. If you’re interested in learning more please contact us (link).

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?

First target the highest value leads. Start 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?

Probably. 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 used to produce the direct mail piece.

Can I suppress current customers from being mailed?

Yes, our mail partners can eliminate your current customers 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.

Sounds creepy, I am a consumer and want to opt-out.

No problem, you can universally opt-out of any El Toro product on the following page.