Overview

This document will cover the requirements we have for Political initiatives.

Political Campaigns

El Toro requires more information for Political initiatives than standard initiatives. These guidelines come directly from our DSP (Demand Side Platform) and need to be followed to ensure proper delivery. All of these requirements will be checked by an El Toro Agent before the initiative is deployed.

Creatives

All Political creatives must have a legible “Paid for by” statement displayed. This applies to all media types. Branding should be consistent between the creative and the landing page. The landing page’s branding will be checked during the audit process by our DSP and, if it does not match the creatives, the creatives will be rejected. However, the Brand URL option explained below is an exception to this requirement.

Brand URL

The Brand URL feature was created with Political and Advocacy campaigns in mind. If you want to direct a user to a landing page for voter registration or a news article about a bill that does not match the brand on your creatives, you can use the Brand URL feature. For certain political initiatives, creatives can click through to a different landing page (e.g. new articles or voter registration pages) as long as a Brand URL that matches the creative branding is provided. The Brand URL would look like a website of a politician the creative supports or the website of a PAC or organization sponsoring the ads. Note that the creatives will still need to go through the audit process when deployed to the DSP when a Brand URL is used.

Political Transparency

The Political Transparency Form is a requirement for all political campaigns you run through El Toro. This is a proactive measure to ensure compliance as new state and federal laws are passed. This information will only be reported to regulatory bodies or disseminated publicly if required by law.

One Political Transparency form will be required per Political campaign. Users will need to fill the form out prior to submitting a campaign for approval.

Prepayment

All Political initiatives run through El Toro require prepayment. The quickest way to pay is by using the credit card on file. If you prefer to pay in a different way (i.e. bank transfer, money wire, check, etc.) please contact your Sales Executive, who can work with our accounting department to facilitate your payment.

FAQs

• Q: Do I need a “Paid for By” statement for all Political initiatives?

  • A: Yes. To ensure that creatives pass audit, please ensure that the “Paid for By” statement is legible.

• Q: When should I use a Brand URL?

  • A: You should use a Brand URL when the landing page for your ads takes the user to a website that does not match what is on the creatives (a news article, YouTube video, voter registration form, etc.)

• Q: If the politician does not have a website what else can the Brand URL be?

  • A: Sometimes candidates may not have a website or the website is not complete but still wants to run ads. We have seen Facebook pages for the candidate can work, for instance. We are happy to check on landing pages for you before the initiative begins as well.

     

Need Help?

To request support, follow the steps in the article below or contact us at support@eltoro.com and we’ll be happy to help.
Support Requests and Knowledge Base – El Toro Support Center