PMP Deals By El Toro
Precision Targeting at Scale Powered by El Toro Data
PMP Deals are El Toro’s solution for delivering highly precise, IP-based audience targeting directly into your programmatic buying platform. Instead of relying on cookies or broad third-party data, PMP Deals Powered by El Toro leverage proprietary deterministic data built from matching physical addresses to IP addresses to create audiences with unparalleled accuracy.
What Are PMP Deals?

Unlock Premium Audiences with PMP Deals
PMP Deals are private marketplace deals that allow programmatic buyers to tap into El Toro’s unique audience segments through their own demand-side platforms. This product takes El Toro-built segments, whether based on household IP addresses, mobile device IDs, physical address lists, or even ZIP-level geographies and packages them with inventory as PMP deals shareable with virtually any major DSP.
Self-Serve Targeting. Powered by Deterministic Data
This setup exists to accommodate advertisers and agencies who prefer to execute campaigns in-house or via their existing platforms, rather than using El Toro’s managed service. If you’re already invested in a DSP and don’t want to learn a new system or if you prefer to run your own traffic, PMP Deals were designed for you.
How Do PMP Deals by El Toro Work?
Activating a PMP Deal is straightforward. El Toro’s Ad Operations team facilitates the process, effectively bridging El Toro’s data with your chosen DSP. Here’s a step-by-step look at how it works:
Behind the scenes, our supply side platform ensures broad compatibility, so whether you use The Trade Desk, DV360, StackAdapt, or another platform, the curated audience deal appears just like a PMP deal in your workflow.
Self-Serve Programmatic Powered by El Toro Data
PMP Deals by El Toro deliver the best of both worlds: you gain the deterministic accuracy and unique audience data of El Toro’s platform, while enjoying the freedom and control of self-service programmatic buying.
Use Cases for PMP Deals
CPG Regional Product Launch
A consumer packaged goods brand is rolling out a new product line in select markets. The brand’s media team uses PMP Deals by El Toro to activate ZIP-code targeted IP segments.
Essentially, households within specific ZIP codes that match their target demographics. By running a curated IP segment deal in their DSP, they saturate the chosen region with display and video ads for the launch. This approach ensures regional precision (down to individual households in the ZIP) and minimizes waste. The campaign achieves high local awareness, as the brand was able to blanket the exact neighborhoods of interest with deterministic IP targeting, all through their own trading desk.
DTC Brand High-Match Retargeting
A direct-to-consumer brand with a large customer mailing list aims to re-engage lapsed customers with a new promotion. Rather than using cookie-based retargeting (which may miss many users or suffer from low match rates), the brand turns its first-party customer list into an IP-targeted segment via El Toro. Through a PMP Deal, they deploy ads only to those households on their list effectively a digital direct mail campaign. The DTC brand runs this deal in their DSP across display inventory, resulting in a significant uptick in reactivated customers. By using PMP Deals, they achieved near-instant activation of a CRM audience that would normally require lengthy onboarding or suffer data loss in traditional channels. The brand maintained control of the creative and budget, and saw clearly in their DSP reports how those specific customers were engaging, bridging the gap between offline customer data and online advertising.
PMP Deals vs. Managed Service
El Toro offers both fully managed campaigns (where our team runs your ads using our platform) and the PMP Deal model (where your team runs your ads in your platform). Deciding between them depends on your needs and capabilities:
PMP Deals (Self-Service Data Delivery)
Ideal for advertisers who want to remain in control of their programmatic strategy and execution. If you have your own DSP seat and the expertise to manage campaigns, PMP Deals let you plug in El Toro’s data without outsourcing the campaign. You maintain ownership of pacing, optimization, and spend. This option appeals to larger or tech-savvy clients already comfortable with their media buying tools. It also means you avoid the additional service fees that can come with a managed service. For those who value hands-on control, PMP Deals are the way to go.
El Toro Managed Service
Suited for advertisers who prefer a more turnkey solution or may not have the bandwidth, tools, or personnel to run certain campaigns. In a managed service arrangement, you would provide your target criteria and creative to El Toro, and our team would execute the campaign using El Toro’s platform on your behalf. This can be convenient if you don’t have a DSP seat or if you want an expert team to handle the heavy lifting.
The trade-off is less direct control: you’re effectively letting El Toro optimize and deliver the campaign for you. In short, managed service is about ease and full support, whereas PMP Deals are about empowerment and control. El Toro is unique in giving clients this curated option many providers only offer fully managed campaigns so you can choose the model that fits your organization best.
Reporting and Transparency for PMP Deals
One of the advantages of PMP Deals by El Toro is the transparency you retain in campaign reporting. Because you’re running the media in your own DSP, you have real-time access to all the performance metrics and more: impressions, clicks, conversions, video completion rates, attribution data, and so on exactly as you would for any campaign you run.
El Toro, for its part, can provide basic delivery reporting on the PMP Deal to ensure everything is running smoothly. This typically includes impression counts and other diagnostic metrics available via the Xandr Curate interface. (For example, El Toro can confirm how many impressions were served to the curated segment, and if applicable, report on any high-level delivery data or deal health status.) However, since El Toro is not managing the campaign, detailed performance analysis is left to you and your DSP.
Getting Started with PMP Deals by El Toro
Ready to unlock El Toro’s targeting within your own DSP seat? Getting started is a straightforward process. To begin, you will need a few basics in place:
A Supported DSP Seat
Ensure you have access to a demand-side platform account where you can accept private deals (such as The Trade Desk, Google’s DV360, MediaMath, Xandr Invest, etc.). El Toro’s PMP Deals can be shared with most major DSPs if you’re unsure, El Toro can confirm whether your DSP is on the supported list.
Target Audience Segment
Desired Media Type & Creatives
Decide on the ad format and inventory type you plan to use for the campaign. PMP Deals support banner display, video (including OTT/CTV streaming), native ads, and other standard formats. Knowing this upfront helps El Toro is necessary for configuring the deal correctly. Have your creative assets ready to go so you can quickly launch once the deal is live. (Ensure your creatives meet your DSP’s specs; El Toro also has Creative Guidelines if needed to ensure smooth delivery.)
Campaign Details & Goals
Ready to Run with the Bull?
If you’re interested in taking your programmatic to the next level with precision targeting at scale, now is the time to act. Contact us at sales@eltoro.com or reach out to your El Toro representative to get started. We’ll help you identify the perfect audience for your needs and get your first PMP Deal up and running. Don’t miss the opportunity to run with the bull, leverage El Toro’s data in your own DSP and experience the difference deterministic targeting can make in your outcomes.