El Toro has pioneered a novel method to identify pools of individuals who have historically failed to vote or remain unregistered, despite their eligibility to do so.  El Toro’s Dark Voter Pools dataset & tool identifies unregistered individuals who are eligible to vote in federal, state, or local elections and likely to register to vote if targeted with the appropriate messaging and outreach. Similarly, this service may be used to identify registered voters who vote infrequently in federal, state, or local elections and to persuade them to vote through targeted, personalized messaging and outreach. This service can be used to generate an advertising audience to target these individuals with digital and print advertisements via El Toro’s patented processes.  Additionally, these potential voters can be canvassed and/or targeted with other traditional voter registration tactics.

El Toro’s Dark Voter Pools enables political and election advertisers and marketers to speak to a broader and historically under-reached audience of potential voters. Approximately 30% of eligible voters are not registered to vote for various reasons, objections, or obstacles.  This 30% of unregistered voters represents a voting bloc of >48MM potential US voters. El Toro effectively used this tactic to identify and register swing-state voters for the 2024 general election.