El Toro
- Company typePrivate
- Founded2012
- HeadquartersLouisville, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What El Toro does
El Toro is a privately held, Louisville, Kentucky-based advertising technology company founded in 2012 (alternatively cited as 2013) that operates a cookie-free, household-level digital advertising platform built on patented IP-to-address matching. The firm's core technology matches physical mailing addresses to IP addresses, enabling deterministic targeting, attribution, and CRM enrichment at the household level rather than the device or browser level — a design choice that explicitly sidesteps cookie deprecation. The product portfolio spans targeting (IP Targeting, IP+ Targeting, Digital Canvassing, Digital New Movers, Venue Replay), audience analytics (Bullseye Reports, Advanced Analytics), and activation (CRM Enrichment, Web-To-Home, MatchBack Analysis, PMP Deals, Programmatic Direct Mail, and Political Advertising with a GOTV guarantee). Twenty-five issued U.S. patents protect the underlying methods, and the platform ingests trillions of data points per week from proprietary mobile location data.
The firm generates revenue across five streams: CPM-based managed service advertising campaigns, PMP Deals / data licensing through major DSPs (The Trade Desk, DV360, StackAdapt, Xandr, MediaMath), programmatic direct mail via partner mail houses (FMIDM, Aspire North), CRM enrichment services combining location and web intent signals with generative AI, and advanced analytics subscriptions with predictive modeling. Customers span B2C brands, marketing agencies (Coles Marketing, Trimark Digital, Visionpoint Marketing, Mid West Family Madison, Creative Marketing Programs, Social Cake), retail (a national grocer case study driving 4.6× net-new shoppers), automotive dealerships, credit unions, healthcare organizations (e.g., American Society for Gastrointestinal Endoscopy), higher education institutions, and political campaigns — the latter comprising more than 4,000 campaigns cumulatively. Distribution combines enterprise field sales, an agency reseller program, DSP-based self-service, and event-driven relationship building anchored by Kentucky Derby hospitality.
El Toro is structured as El Toro.com LLC, domiciled in Kentucky, and is founder-led under CEO Brian Battaglia (with co-founders cited as Dan Kimbll and David Stadler), alongside CFO Chris Montague, COO & General Counsel Deanna Durrett, CTO Brian Smith, and a CIO. Headcount is reported at 11–50 employees. The firm complies with SSAE-16 SOC II Type 2 for data centers, the NAI Code of Conduct, and 17 US state privacy statutes including CCPA. The leadership page additionally lists a President & CEO (Stacy Griggs), a VP of Political Campaigns and Corporate Outreach (Marty Meyer), and a COO (Dave Verona) that appear to overlap or supplement the executive roster above; no parent company, external institutional investors, or M&A history is disclosed.
El Toro firmographics
Firmographics- Name
- El Toro
- Legal name
- El Toro.com LLC
- Website
- https://eltoro.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Where El Toro is headquartered
LocationHeadquarters
- HQ city
- Louisville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
El Toro business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel
Revenue model
- Programmatic Advertising: El Toro charges CPM (cost per mille) for advertising impressions served through their platform, placing ads on over 1 million websites with access to 30-50 billion daily ad impressions. Revenue is generated through managed service campaigns executed by El Toro's team.
- PMP Deals / Data Licensing: Self-serve programmatic buyers can access El Toro's proprietary IP-based audience segments through their own DSP platforms via private marketplace deals. El Toro packages audience data with inventory for programmatic delivery.
- Programmatic Direct Mail: El Toro transforms digital visitor data into targeted direct mail campaigns, partnering with preferred mail houses to execute Web-to-Home and Venue Replay direct mail activations.
- CRM Enrichment Services: El Toro ingests and enriches customer CRM data with real-time behavioral and location-based insights, appending intent flags and attributes to customer records for activation across advertising channels.
- Advanced Analytics: Provides forecasting, customer segmentation, behavioral analysis, look-alike audience building, and campaign attribution services with predictive modeling capabilities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | CPM-based pricing model |
| Transaction based/ take rate | Monthly | Credit card processing fee for high-volume transactions |
| Subscription | Multi-year contract | Managed service campaign pricing |
| Outcome Based/ Performance | Multi-year contract | Political GOTV guarantee minimum |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels8 records
El Toro product offering
Product offeringCore offering
No factual content was provided in the input for El Toro. The input block contained only a structural template with no source-attributed statements about the company's products, services, or operations.
Product overview
El Toro is a hyper-targeted marketing and audience platform built on patented IP-to-address matching technology. The core platform (El Toro Platform) delivers traceable, cookie-free digital advertising by matching physical addresses to IP addresses. The product portfolio includes: IP Targeting as the foundational technology; IP+ Targeting and Digital Canvassing as targeting add-ons; Digital New Movers and Venue Replay for location-based targeting; Bullseye Reports and Advanced Analytics for insights; CRM Enrichment and Web-To-Home for data activation; PMP Deals for programmatic self-service; Programmatic Direct Mail for omnichannel campaigns; and Political Advertising with dedicated GOTV solutions. All products leverage the company's 25 patents and weekly ingestion of trillions of data points.
Differentiator
Problem solved
Functional benefit
Brands
- Web-To-Home: Technology that identifies anonymous website visitors through IP-to-address matching and delivers personalized direct mail within 48 hours.
- Venue Replay
- Bullseye Reports
Quantifiable outcome
- 4.6x more net-new shoppers: In a head-to-head test, El Toro's Venue Replay delivered 26,328 net-new shoppers vs. 5,694 for a competitor media partner in 7 days
- +3 more outcomes
Companies that use El Toro
Customer profileNamed customers15 records
Segments7 records
Ideal customer profiles1 record
El Toro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
AI capability9 records
Feature7 records
El Toro partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- The Trade DeskcoreEl Toro's PMP Deals are compatible with The Trade Desk DSP, allowing programmatic buyers to access El Toro's IP-based audience segments through their Trade Desk platform.
- Google DV360coreEl Toro's PMP Deals can be shared with Google Display & Video 360, enabling access to El Toro's targeting data within the DV360 platform.
- MediaMathcoreMediaMath is listed as a supported DSP for El Toro's PMP Deals, allowing programmatic buyers to leverage El Toro's data through MediaMath's platform.
- Xandr (Microsoft)coreXandr Invest is listed as a supported DSP for PMP Deals, with El Toro providing reporting through Xandr Curate interface.
- StackAdaptcoreStackAdapt is mentioned as a supported DSP platform for El Toro's PMP Deals, enabling access to El Toro's audience data.
- FMIDM (First Method Interactive Direct Mail)corePreferred mail partner for executing programmatic direct mail campaigns. FMIDM handles printing to delivery for El Toro's Web-to-Home and Venue Replay direct mail activations.
- Aspire NorthcorePreferred mail partner for executing programmatic direct mail campaigns, ensuring seamless campaign execution from printing to delivery.
- SalesforcecoreSalesforce CRM integration enables scripted ingestion and recurring updates that append intent flags to contacts automatically for CRM Enrichment.
- AWS Clean RoomscorePrivacy-safe data matching and enrichment within Amazon Web Services' Clean Rooms secure cloud environment.
- GeearminorPartnership with Geear for credit union ROI measurement, combining El Toro's targeting data with Geear's attribution capabilities.
- Mercenary MarketingminorProduction assistance partner for creative asset creation, available through Mercenary Marketing for El Toro creative submissions.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
El Toro competitors and assessment
Company assessmentBroad incumbents
- Oracle Advertising: Oracle Advertising (formerly Moat/Grapeshot/AddThis) provides ad measurement, audience data, and contextual targeting. It is a broad incumbent with overlapping cookieless audience and measurement capabilities relative to El Toro.
- Zeta Global: Zeta Global is a marketing cloud combining first-party data, identity resolution, and programmatic media activation. As a much larger martech incumbent, it overlaps with El Toro across CRM enrichment, audience targeting, and multichannel activation.
- AdRoll: AdRoll is a multi-channel digital advertising platform offering programmatic display, retargeting, and audience targeting. It competes for the same mid-market B2C brand budgets as El Toro's managed service campaigns.
Direct peers
- LiveRamp: LiveRamp is a data connectivity and identity-resolution platform that enables people-based marketing across channels. Like El Toro, it bridges offline identifiers (households, devices) with digital ad targeting, making it a direct comparator in addressable-audience infrastructure.
- GroundTruth: GroundTruth is a location-technology company offering geo-fencing, audience targeting, and visit attribution for advertisers. Its real-world visit-based retargeting competes head-to-head with El Toro's Venue Replay product.
- Simpli.fi: Simpli.fi is a programmatic advertising platform specializing in hyper-local audience targeting using household-level and geographic data. Its addressable targeting model overlaps with El Toro's household IP-to-address matching approach.
- Cuebiq: Cuebiq is a location intelligence and consumer insights company offering footfall analytics and audience targeting using opted-in location data. It competes with El Toro on geoframing/venue retargeting and offline attribution.
- Foursquare: Foursquare operates a large location-data platform powering foot-traffic analytics, audience targeting, and POI intelligence. Its Venue Replay-equivalent (geofencing and visit-based retargeting) competes directly with El Toro's location-based marketing products.
- Dstillery: Dstillery is an AI-powered audience targeting company that builds custom look-alike models for programmatic advertising. Its cookieless ID-free targeting approach overlaps directly with El Toro's IP-based deterministic targeting model.
Emerging players
- MiQ: MiQ is a programmatic media company leveraging advanced data science for audience targeting and campaign optimization. Its data-led approach to cookieless and audience-based targeting overlaps with El Toro's predictive and IP-targeting capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
El Toro social profiles
Digital presenceEl Toro compliance and trust
Trust signalCompliance18 records
El Toro financial estimates
Financial estimateRevenue estimate
Valuation estimate
El Toro leadership team
Management profileNumber of profiles
El Toro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
El Toro M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about El Toro
What does El Toro do?
No factual content was provided in the input for El Toro. The input block contained only a structural template with no source-attributed statements about the company's products, services, or operations.
Is El Toro a public or private company?
El Toro is a private company. It is classified as unknown and is currently operating.
When was El Toro founded?
El Toro was founded in 2012. It employs 11 to 50 people.
Where is El Toro based?
El Toro is headquartered in Louisville, United States, in the North America region.
How does El Toro make money?
Five revenue lines are on record. Programmatic Advertising is the primary driver. The others are PMP Deals / Data Licensing, programmatic Direct Mail, CRM Enrichment Services and advanced Analytics.
Who are El Toro's main competitors?
Broad incumbents on record are Oracle Advertising, Zeta Global and AdRoll. Direct peers are LiveRamp, GroundTruth, Simpli.fi, Cuebiq, Foursquare and Dstillery. MiQ is listed as an emerging player.
Does El Toro have an API?
Yes. El Toro offers a Custom API Integration for bespoke data integration into workflows or third-party platforms. Additionally, they have an authentication API at auth.api.eltoro.com for single sign-on (Google integration). The API enables CRM data ingestion and integration with platforms such as Salesforce, AWS Clean Rooms, and automotive DMS platforms (CDK Global, Dealertrack, Reynolds & Reynolds).