AdRoll for B2B: Platform Capabilities, ABM Software, and Technical Integrations
AdRoll operates as a comprehensive marketing technology solution engineered to centralize digital media buying, identity resolution, and audience segmentation. Initially recognized for its retargeting capabilities within consumer markets, the AdRoll infrastructure has expanded into an enterprise-grade framework optimized for business-to-business environments. The modern AdRoll platform serves as an integrated command center where commercial teams execute multi-channel ABM campaigns, manage programmatic media distribution, and align marketing touchpoints with specific pipeline outcomes. By consolidating native display, video, connected television (CTV), and social media channels into a singular interface, the technology enables precise execution of targeted B2B advertising without requiring separate programmatic contracts for each ad network.
As an account-based marketing software solution, the AdRoll architecture is designed to address the complexity of modern enterprise sales cycles, which typically involve prolonged timelines and multiple stakeholders. The platform provides a unified B2B targeting platform by bridging first-party customer relationship management (CRM) data with extensive firmographic and technographic data networks. This structural alignment allows operations teams to deploy highly segmented programmatic campaigns that target precise corporate entities rather than isolated individual web visitors.
The operational capabilities of the AdRoll ABM platform are structured across four fundamental architectural layers designed to optimize business-to-business media efficiency:
| Architectural Layer | Technical Function | Operational Output |
|---|---|---|
| Identity Resolution | Cross-device profile unification via the AdRoll ID Graph. | Eliminates reliance on third-party cookies using first-party identifier matching. |
| Audience Orchestration | Bi-directional synchronization with automated CRM pipelines. | Enables programmatic ingestion of target account lists (TAL) and buyer segments. |
| Algorithmic Bidding | Machine learning evaluation of ad inventory via BidIQ™. | Optimizes real-time impression pricing based on account engagement potential. |
| Multi-Channel Delivery | Programmatic access across open web, social, and CTV networks. | Mitigates ad fatigue by distributing creative assets across independent channels. |
Through this multi-layered framework, the software streamlines complex demand generation tasks, providing enterprise organizations with the specific measurement tools and automated delivery mechanics required to target enterprise buying committees effectively.
AdRoll Company Overview and Market Position
AdRoll Company History & Milestones
The operational history of the organization reflects a strategic evolution from a consumer-focused retargeting provider into a comprehensive business-to-business marketing technology entity.
Timeline of Key Events
2006/2007: Initial platform launch. The AdRoll infrastructure was founded to democratize programmatic media buying techniques, building the foundation for what would become an enterprise account-based marketing software.
2014: The company secured a $70M Series D funding round to scale its digital framework globally.
February 2018: The launch of RollWorks, a dedicated B2B targeting platform designed to help commercial teams execute multi-channel ABM campaigns.
September 2019: The parent organization rebranded to NextRoll to reflect a broader data technology footprint, structuring its offerings into distinct business units.
2023: A $50M debt financing round was secured to support continued research and development.
Product Launches
Introduction of BidIQ™ (2015/2016): The organization deployed an AI-powered bidding engine (BidIQ) designed to optimize real-time media buying, ensuring precise impression pricing across open ad exchanges.
Cross-Channel Attribution (2020): The release of the cross-channel attribution capability provided multi-touch tracking mechanics, shifting the measurement focus from isolated click metrics to comprehensive pipeline impact.
Acquisitions and Consolidations
RollWorks Consolidation (2024/2025): NextRoll consolidated the RollWorks business unit directly back into the primary software infrastructure. This structural pivot unified the technology stack, formally establishing the AdRoll ABM platform. By merging consumer-grade data ingestion pipelines with enterprise firmographics, the developers streamlined identity resolution and cookieless B2B tracking mechanics under a single operational roof.
AdRoll Awards and Recognitions
G2 Fall 2025 and Spring 2026 Grid Reports: The AdRoll ABM platform achieved Global Leader status across multiple enterprise categories, including Account-Based Advertising, Account-Based Orchestration Platforms, Marketing Account Intelligence, and Cross-Channel Advertising. This verified its capability as a highly competitive multi-channel programmatic advertising provider.
2026 Globee Artificial Intelligence Awards (May 2026): A “Best of Category” and Silver honor for Best AI-based Customer Experience Solution was awarded, recognizing the specific capabilities of its artificial intelligence infrastructure in executing scalable, data-driven multi-channel ABM campaigns.
AdRoll Financials & Key Metrics
Annual Revenue
The estimated annual revenue for the AdRoll platform and its parent organization, NextRoll, ranges between $175 million and $375 million globally. Revenue generation is primarily driven by expanding enterprise adoption of its account-based marketing software and multi-channel programmatic solutions.
Funding Rounds
The organization has secured approximately $120 million in total capital across multiple funding rounds to scale the platform’s technological infrastructure. Key financial milestones include:
Series D (April 2014): Secured $70 million to accelerate global expansion and advance algorithmic media buying capabilities.
Debt Financing (May 2023): Raised $50 million to support continued research, product development, and the structural consolidation of its B2B targeting platform.
Employee Count
The AdRoll organizational structure is supported by a global workforce of approximately 500 to 520 employees. This headcount includes specialized divisions spanning data science, revenue operations, and technical account management to facilitate the deployment of complex B2B campaigns.
Target Industries
The AdRoll platform is engineered to address the specific digital marketing and account-based advertising requirements of multiple commercial sectors. The infrastructure supports high-volume transactional modeling and complex, long-cycle procurement tracking across the following primary industries:
E-commerce: The programmatic architecture integrates directly with major e-commerce platforms (such as Shopify, Magento, and WooCommerce) to facilitate dynamic retargeting. It utilizes product feed ingestion to automatically generate personalized ad units featuring previously viewed or abandoned cart items, optimizing conversion rates for high-velocity digital storefronts.
Retail: For omnichannel and direct-to-consumer (DTC) brands, the AdRoll network bridges online browsing data with offline purchasing signals. The system allows retail marketers to deploy cross-channel campaigns spanning connected television (CTV), social media, and digital out-of-home (DOOH) to drive both web traffic and physical retail footprint engagement.
SaaS (Software as a Service): The software addresses the subscription-based revenue models of SaaS organizations by focusing on trial-to-paid conversion and customer retention. The framework utilizes firmographic targeting and behavioral intent data to ensure software vendors can continuously engage key decision-makers throughout extended technical evaluation periods.
B2B Technology: In hardware, cloud infrastructure, and enterprise IT markets, the AdRoll ABM (Account-Based Marketing) capabilities are utilized to target specific procurement committees. The technology enables B2B organizations to programmaticly upload target account lists (TAL) and deliver sequential messaging tailored to distinct roles within a corporate buying group, accelerating complex technology sales cycles.
Financial Services: For retail banks, fintech firms, and wealth management institutions, AdRoll provides a secure data ingestion environment designed to maintain compliance with stringent industry privacy standards. The technology leverages firmographic and high-value intent signals to target distinct audiences for credit products, investment software, and institutional financial services without compromising personally identifiable information (PII).
Industry & Market Position
Industry Classification
Within the broader digital software ecosystem, AdRoll is classified under Marketing Technology (MarTech) and Advertising Technology (AdTech). With the structural integration of its B2B targeting platform capabilities, the organization now firmly occupies the Account-Based Marketing software category. The infrastructure bridges the technical gap between automated media buying and CRM-driven pipeline acceleration.
Market Segment
The primary market segment for this technology encompasses mid-market organizations and enterprise-level corporations. While the self-service tier supports smaller operations, the core AdRoll ABM platform and managed services divisions are engineered for high-volume B2B teams managing prolonged sales cycles, significant ad spend minimums, and complex buying committees.
Competitive Advantages
The strategic market position of the AdRoll software relies on several distinct operational and technical advantages:
Algorithmic Heritage: The system leverages a foundation in high-velocity e-commerce retargeting algorithms, applying these advanced machine learning models (BidIQ™) to slower, high-value firmographic data. This allows for rapid optimization of impression bidding.
Unified Infrastructure: Unlike segmented software stacks, the ecosystem consolidates first-party CRM data ingestion, audience segmentation, and multi-channel campaign execution (display, CTV, social) within a single interface.
Identity Resolution: The proprietary identity graph mitigates signal loss by matching deterministic CRM identifiers with probabilistic cross-device signals, enabling cookieless B2B tracking without requiring external third-party data providers.
AdRoll Core Products and Key Solutions
Core Products
The software infrastructure is segmented into two primary product lines, each engineered to address specific phases of the digital marketing lifecycle and distinct organizational objectives. The underlying architecture supporting these core products relies on proprietary machine learning models that evaluate bid pricing in real-time, ensuring optimal placement across digital exchanges.
AdRoll Advertising: This component functions as a full-funnel digital advertising platform optimized for both customer acquisition and retention. It operates as a cross-channel demand-side platform (DSP), allowing organizations to execute programmatic media buys across connected television, display networks, native placements, and social media ecosystems from a centralized interface. By utilizing dynamic creative optimization and first-party data ingestion, the system automates the deployment of personalized ad units, mitigating ad fatigue and improving overall conversion metrics for high-volume digital storefronts and commercial enterprises.
AdRoll ABM: Formed following the structural consolidation of the RollWorks business unit, this module serves as a specialized account-based marketing software engineered specifically for B2B pipeline acceleration. Operating as a unified B2B targeting platform, it combines firmographic data, technographic segmentation, and predictive intent signals to isolate high-value corporate accounts. By integrating directly with enterprise CRM systems, the AdRoll ABM platform enables revenue operations teams to orchestrate multi-channel ABM campaigns that target precise decision-makers within a corporate buying committee, rather than relying on broad, untargeted web traffic.
Key Solutions
The architectural framework of the AdRoll platform is categorized into five primary solution sets, each engineered to address distinct marketing operations and revenue pipeline objectives:
Advertising: The core programmatic buying engine executes automated media placements across the open web. This AdRoll solution evaluates ad inventory in real-time using artificial intelligence to optimize bid pricing and target high-value user impressions. It facilitates full-funnel digital advertising, supporting both top-of-funnel brand awareness initiatives and bottom-of-the-funnel acquisition campaigns.
Account-Based Marketing (ABM): Operating as the AdRoll ABM platform, this suite accelerates B2B sales cycles by targeting specific corporate entities and buying committees. It synchronizes with enterprise CRM platforms to deploy firmographic data and intent signals, allowing revenue teams to execute multi-channel ABM campaigns rather than relying on broad demand generation tactics.
Ecommerce: Engineered for digital storefronts, this solution integrates directly with platforms like Shopify and WooCommerce to utilize catalog data and shopping cart behavior. The infrastructure automates the deployment of dynamic ads to recover abandoned carts and recommend products based on historical browsing patterns, thereby addressing cart abandonment and improving average order value.
Social Media: This capability extends the reach of programmatic targeting into closed social ecosystems. The unified AdRoll dashboard consolidates audience segments and budget allocation across networks such as Facebook, Instagram, TikTok, and Pinterest. This ensures consistent messaging and prevents ad fatigue by synchronizing frequency caps across both social and open web environments.
Cross-Channel Attribution: The measurement solution replaces fragmented, single-touch metrics with multi-touch tracking mechanics. By centralizing conversion data across display, video, social, and connected TV placements, the cross-channel attribution tools clarify the precise pipeline impact and return on ad spend (ROAS) generated by each marketing touchpoint throughout the enterprise sales cycle.
AdRoll Key Capabilities, Features, and Supported Channels
Key Capabilities and Features
The AdRoll platform operates on a sophisticated technological foundation designed to optimize digital media buying and audience engagement. By centralizing these functions, the AdRoll infrastructure allows organizations to execute highly targeted campaigns without relying on fragmented tools. The core technical features include:
Retargeting: The foundational capability of the platform utilizes first-party data (such as website behavior and CRM lists) to re-engage previous site visitors. By minimizing reliance on third-party cookies, AdRoll enables advertisers to serve sequential messaging to users who have previously demonstrated brand interest, keeping organizations top-of-mind throughout extended B2B sales cycles.
AI-Powered Optimization (BidIQ™): AdRoll utilizes a proprietary artificial intelligence and machine learning bidding engine known as BidIQ™. This algorithm makes over 2.5 trillion predictions daily—evaluating factors such as the specific user, ad placement, and real-time market value—to determine the optimal bid price for every impression. This ensures budgets are deployed efficiently toward high-value audiences.
Dynamic Ads: The platform features B2B dynamic creative capabilities that automatically generate and serve personalized ad units. By integrating product feeds or behavioral triggers, AdRoll serves dynamic ads displaying the specific software features, products, or content a user previously viewed, significantly improving engagement rates compared to static creative.
Connected TV (CTV): Beyond traditional web browsers, AdRoll extends digital precision into television environments. The capability allows advertisers to re-engage website visitors or target high-intent B2B accounts directly on premium streaming devices, combining the high visibility of television with the precise measurement of digital advertising.
Analytics & Reporting: The AdRoll centralized dashboard provides granular insights into pipeline impact and campaign effectiveness. Instead of isolated metrics, the platform delivers holistic reporting that tracks return on ad spend (ROAS), cross-channel performance, and specific account-level engagement, offering complete transparency into where media budgets are distributed.
Audience Targeting: Utilizing a cross-device graph containing billions of identifiers, AdRoll enables robust audience segmentation. Advertisers can build precise target account lists based on CRM data, deploy firmographic and technographic filters, and leverage lookalike modeling to identify new prospects exhibiting similar behavioral patterns to their ideal customer profile (ICP).
AdRoll Supported Channels
To mitigate ad fatigue and ensure consistent brand visibility, the AdRoll ABM platform and B2C advertising infrastructure orchestrate media delivery across a diverse ecosystem of digital networks. Campaigns can be deployed simultaneously across the following supported channels:
| Supported Channel | Delivery Environment & Capability |
|---|---|
| Connected TV (CTV) | Access to over 100 premium streaming publishers (including HBO Max, Paramount, and ESPN), allowing organizations to serve high-definition video ads to targeted households and specific B2B decision-makers. |
| Display & Native Advertising | Programmatic distribution across global ad exchanges, placing static, dynamic, and native text-and-image ads seamlessly within the content of premium editorial websites and industry publications. |
| Mobile | Cross-device matching ensures that target audiences are reached via mobile web browsers and in-app advertising, maintaining campaign continuity when users switch from desktop to mobile devices. |
| Social Media | Direct API integrations allow AdRoll to extend audience targeting and budget optimization into closed social networks, including Facebook, Instagram, TikTok, and Pinterest, from a single unified interface. |
| Video | Deployment of in-stream (pre-roll and mid-roll) and out-stream video advertisements across the open web, maximizing engagement through motion and sound outside of CTV environments. |
| Digital Out-of-Home (DOOH) | Programmatic access to digital screens in physical environments, such as transit hubs, office buildings, and billboards. DOOH allows AdRoll users to apply digital targeting parameters and location data to physical-world advertising. |
AdRoll Deployment Options and Technical Ecosystem
Deployment Options
The deployment infrastructure for the AdRoll ecosystem is structured to support distributed commercial teams and enterprise environments without requiring localized hardware installations.
SaaS/Cloud: The core AdRoll platform operates as a multi-tenant, cloud-native Software-as-a-Service (SaaS) application. Platform access is managed entirely through secure web interfaces, ensuring that all machine learning algorithms, audience segmentations, and bid evaluations are processed via centralized cloud servers. This architecture supports the rapid scalability required for enterprise programmatic advertising.
On-premise: Due to the real-time processing requirements of programmatic bidding and identity resolution across global ad exchanges, AdRoll does not offer an on-premise deployment option. The software strictly operates within its proprietary cloud environment to maintain the sub-second latency necessary for its bidding algorithms.
Mobile (iOS/Android): While complex campaign architecture and audience mapping are optimized for desktop environments, the platform provides mobile application support for both iOS and Android operating systems. This mobile deployment is designed for administrative monitoring, allowing revenue operations leaders to track budget pacing, review analytics, and monitor campaign performance remotely.
Technical Ecosystem, Integrations and Compatibility
To prevent data silos and ensure that advertising efforts align with active revenue pipelines, the software supports an extensive network of native connections and developer endpoints.
Native Integrations
The infrastructure prioritizes bi-directional data flow between the marketing technology stack and core sales databases through dedicated AdRoll CRM integrations.
Salesforce ABM Integration: The platform synchronizes directly with Salesforce CRM environments to align digital campaigns with enterprise sales stages. This Salesforce ABM integration allows operations teams to map Salesforce accounts, active opportunities, and contact roles directly to AdRoll target account lists. As a target account advances from an initial inquiry to a closed-won opportunity within Salesforce, the integration automatically transitions the account into the corresponding digital advertising tier, dynamically adjusting the ad messaging without requiring manual list exports.
HubSpot Intent Data Sync: For organizations utilizing the HubSpot ecosystem, the platform executes a specialized data exchange to leverage both first-party contact lists and third-party behavioral signals. The HubSpot intent data sync enables the automated ingestion of static HubSpot lists into the AdRoll audience manager, refreshing every 24 hours. Furthermore, account-level intent signals and firmographic engagement metrics captured by the AdRoll platform are pushed back into HubSpot company records, enabling sales representatives to view ad engagement history directly within their native CRM interface.
API Availability
For data engineering teams requiring automated campaign manipulation or custom data extraction outside of the standard user interface, the platform provides programmatic access through dual API frameworks.
GraphQL API: The GraphQL Reporting API serves as the primary endpoint for extracting campaign analytics and performance metrics. This query language allows developers to retrieve specific data points—such as granular account-level conversions or cross-channel performance—in a single request. This prevents data over-fetching and eliminates the complexities of strict API versioning, making it highly efficient for routing AdRoll metrics into third-party business intelligence dashboards.
REST API: For structural operational control, the platform utilizes standard REST API endpoints. Authenticated applications can programmatically manage day-to-day campaign settings, upload new creative assets, adjust budget allocations, and create target audiences using secure OAuth 2.0 protocols or Personal Access Tokens.
AdRoll vs Competitors: Market Comparison
Evaluating the AdRoll ABM platform against other programmatic and account-based marketing software requires a direct comparison of data ingestion architectures, pricing models, and specific channel capabilities. Organizations navigating the shift from traditional demand gen vs ABM must assess how AdRoll addresses B2B ad fatigue compared to its primary market alternatives.
The following comparison details how AdRoll competes across key industry benchmarks.
Demandbase vs AdRoll
Features (Intent Data Superiority): Demandbase operates its own proprietary intent data engine and B2B DSP, offering deeper native insight into early-stage research behavior. AdRoll relies on strategic partnerships (such as Bombora) for third-party intent data to fuel its AI-powered bidding engine (BidIQ).
Pricing (SaaS vs Markup): Demandbase utilizes a traditional enterprise SaaS pricing model with steep upfront platform fees. The AdRoll B2B pricing model relies on a blended media markup, eliminating the upfront software cost for self-serve users while requiring minimum media spends for managed services.
Scale (Enterprise Focus): Demandbase is built almost exclusively for large-scale enterprise deployments with highly complex corporate hierarchies. The AdRoll ecosystem bridges mid-market and enterprise, offering faster deployment times for teams just beginning to operationalize target account list (TAL) tiering.
6sense vs AdRoll
Predictive Analytics & Revenue AI: 6sense leads the market in predictive Revenue AI, utilizing deep historical CRM data to identify accounts “in-market” before they submit a form. While AdRoll provides strong lookalike modeling and ideal customer profile (ICP) building, its predictive capabilities focus more on ad engagement likelihood than holistic revenue forecasting.
Implementation Timelines: 6sense requires a highly complex data integration process that can span months. Due to streamlined AdRoll CRM integrations (specifically the Salesforce ABM integration and HubSpot intent data sync), the AdRoll platform allows marketing operations teams to launch multi-channel ABM campaigns much faster.
Terminus vs AdRoll
Multichannel Execution: Both platforms offer strong B2B targeting platform capabilities, but AdRoll possesses a larger proprietary ad network, especially across open web display and Connected TV (CTV). Terminus often routes ad buying through external DSPs.
Direct Mail Capabilities: Terminus holds a distinct advantage in physical channel execution natively supporting triggered direct mail and corporate gifting based on account engagement. AdRoll is strictly a digital delivery platform, focusing on cookieless B2B tracking and programmatic media to engage prospects.
Criteo vs AdRoll
B2C E-commerce Legacy vs B2B ABM Shift: Both AdRoll and Criteo built their foundational architectures as high-velocity consumer retargeting engines. However, while Criteo has largely remained focused on B2C retail media and dynamic product ads, AdRoll executed a deliberate pivot toward B2B capabilities. By incorporating firmographics and cross-channel attribution for extended procurement cycles, the AdRoll software is uniquely positioned for shortening enterprise sales cycles, whereas Criteo remains optimized for immediate consumer cart conversions.
AdRoll Notable Clients
The deployment of the AdRoll platform spans various sectors, with significant adoption among B2B SaaS and technology infrastructure companies looking to optimize reaching the B2B buying committee. Notable enterprise deployments include:
PitchBook: The financial data and research firm utilized the AdRoll ABM architecture to transition its marketing focus to precise account targeting. By leveraging AdRoll CRM integrations to align marketing spend with high-priority sales lists, PitchBook achieved a 37.9% reduction in cost-per-click (CPC), accelerated their sales cycle by 14.9%, and recorded a 24.3% higher win rate on targeted accounts.
Fivetran: As a leader in automated data integration, Fivetran utilizes the AdRoll ecosystem both as a marketing deployment mechanism and a technical integration partner. Fivetran maintains a fully managed data integration connector for AdRoll, allowing mutual enterprise users to extract granular campaign data and replicate it directly into centralized data warehouses (like Snowflake) for advanced business intelligence modeling.
Bombora: Bombora operates as both a strategic intent data provider and a client within the AdRoll ecosystem. The AdRoll infrastructure utilizes Bombora’s Company Surge® data to power its B2B dynamic creative capabilities and audience segmentation, allowing organizations to target accounts actively researching specific B2B topics across the web before they even visit a vendor’s site.
Highspot: The sales enablement platform leverages programmatic advertising technologies to align its digital marketing efforts with its complex B2B sales cycles. By utilizing solutions similar to the AdRoll framework, organizations like Highspot can coordinate marketing air cover with active partner integrations and sales outreach, ensuring consistent messaging is delivered to target accounts throughout the evaluation phase.
What is AdRoll ABM? The Shift to Account-Based Marketing
The operational infrastructure facilitates a strategic transition for organizations looking to mature their digital acquisition frameworks.
Moving Beyond Traditional Demand Generation
Standard inbound models rely on broad volume metrics, capturing large quantities of individual leads regardless of corporate fit. The programmatic technology replaces this model by prioritizing account-level engagement. The transition from volume-based demand gen vs ABM requires a fundamental shift in data architecture:
Lead-Centric Model (Demand Gen): Focuses on individual form fills, cost-per-lead (CPL), and gated content downloads from disparate web traffic.
Account-Centric Model (ABM): Focuses on identifying active buying committees, aggregating engagement across multiple stakeholders within a single corporate entity, and measuring pipeline influence.
Through the AdRoll system, organizations shift advertising budgets away from unqualified traffic and redirect media spend exclusively toward pre-vetted corporate accounts exhibiting active purchasing behavior.
The Consolidation of RollWorks into AdRoll ABM
In August 2025, the parent organization officially executed a structural pivot to unify its programmatic capabilities. The dedicated business-to-business software, formerly known as RollWorks, was rebranded and consolidated directly into the unified ecosystem.
This consolidation established the AdRoll ABM solution. The integration merged consumer-grade algorithmic bidding technology with enterprise firmographic data pipelines under one connected B2B targeting platform. By housing these tools within a single interface, the AdRoll platform eliminated the need for operators to toggle between separate environments, creating a centralized command center for all multi-channel media buying.
Core Value Proposition for B2B Organizations
As an enterprise account-based marketing software, the primary operational objective of the technology is shortening enterprise sales cycles. Prolonged procurement timelines occur when buying committees lack consensus or remain unaware of a vendor’s technical capabilities.
The AdRoll platform addresses this operational bottleneck through continuous, automated account engagement:
Target Account Focus: Replaces broad media spend with precise targeting of high-value corporate prospects.
Persistent Visibility: Delivers sequential messaging across display, connected TV, and social channels, ensuring vendor visibility throughout the entirety of a 6-to-12-month evaluation phase.
Sales Alignment: Alerts revenue teams when target accounts exhibit surging digital intent, allowing for timely, relevant sales outreach.
Platform Architecture and AdRoll Core Capabilities
The structural foundation of the platform relies on centralizing data ingestion, audience segmentation, and programmatic campaign orchestration. These AdRoll core capabilities empower revenue operations teams to execute highly targeted business-to-business media buying based on precise firmographic data rather than generalized demographic assumptions.
Target Account List (TAL) and ICP Development
The initial phase of any account-centric campaign involves defining the specific corporate entities that represent a viable revenue opportunity. The AdRoll platform facilitates this workflow through an integrated Account List Builder, which systemizes ideal customer profile (ICP) building and audience segmentation. By analyzing historical closed-won CRM data, the system evaluates and scores accounts based on firmographic, technographic, and behavioral attributes.
Key operational features of this data architecture include:
Scoring Mechanisms: The platform utilizes an ICP fit grade system to score all database accounts from A (highest fit) to F (lowest fit), evaluating how closely they resemble the established ideal customer profile.
Dynamic Data Synchronization: Lists can be configured as dynamic, syncing nightly with connected data sources to automatically add or remove accounts based on changing parameters.
Segmentation: Operators can segment broad account lists into specific “Account Groups.” This target account list (TAL) tiering ensures that high-priority accounts (e.g., “Tier 1” strategic targets with an “A” fit grade) receive resource-intensive, highly personalized outreach, while lower-tier accounts receive automated programmatic coverage.
Capacity Limits: The technical architecture supports a maximum of 250,000 total accounts per Account List, with individual Account Groups (tiers) capped at 10,000 accounts to ensure optimal bidding algorithm performance.
AI-Powered Bidding (BidIQ) and Real-Time Optimization
Executing media buys across the open web requires sub-second decision-making to determine the financial value of an individual ad placement. To automate this process at an enterprise scale, the AdRoll platform utilizes an AI-powered bidding engine (BidIQ). This machine learning architecture processes over 1.2 billion online profiles and trillions of intent signals daily to accurately predict the probability of user engagement before a bid is placed.
Rather than relying on flat-rate bidding rules, the BidIQ engine executes real-time optimization by calculating a fair market value for every impression based on hundreds of millions of distinct variables. This architecture ensures that budgets are paced optimally using control theory, preventing premature budget exhaustion while securing high-value inventory.
The AdRoll bidding algorithm evaluates three primary data categories during a real-time auction:
User Data & Context: Analyzes individual behavioral signals, including ad exposure frequency, time since the last website visit, and location. The system seamlessly integrates with cookieless B2B tracking mechanisms to identify decision-makers across devices without relying on third-party cookies.
Publisher Context: Utilizes Natural Language Processing (NLP) and deep learning to understand the contextual relevance of the publisher’s web page, ad format, and exact placement location prior to submitting a bid.
Advertiser Historical Performance: Evaluates past campaign conversion rates and relies on cross-channel attribution data to determine if a specific impression will yield a measurable pipeline impact.
By synthesizing these variables, the AdRoll algorithm outputs the exact probability that an event of interest (such as a click or form submission) will occur. If an impression aligns precisely with an organization’s ideal customer profile (ICP) building parameters or high-priority target account list (TAL) tiering, BidIQ automatically submits a higher bid to secure the placement. Conversely, it algorithmically lowers bids or entirely blocks invalid traffic for low-probability impressions, ensuring maximum efficiency for B2B media spend.
Multi-Channel Orchestration (CTV, Display, and Native)
Executing a coordinated strategy across fragmented digital environments requires a centralized mechanism to sequence ad exposures. The AdRoll infrastructure utilizes multi-channel orchestration to ensure that corporate buying committees receive coherent, progressive messaging as they transition between different devices and content formats. Rather than operating in isolated silos, campaigns are structured to move seamlessly across Connected TV (CTV), display networks, and native advertising placements.
This seamless cross-device movement is powered by the AdRoll identity resolution framework, which links a household television IP address to individual corporate laptops and mobile devices.
The platform’s orchestration logic typically follows a specific sequencing model to move B2B buyers through the sales funnel:
Connected TV (CTV) for Account Penetration: High-definition video assets are deployed on premium streaming services to introduce the brand to the target account. This establishes initial awareness within the buying committee via shared household screens.
Display Advertising for Sequential Retargeting: Once an account has been exposed to the CTV placement, the AdRoll system automatically triggers subsequent display ads on the individual user’s laptop or mobile device. These display units reinforce the initial message and offer specific technical resources or whitepapers to drive website traffic.
Native Advertising for Contextual Engagement: To bypass banner blindness, the system integrates native ad units directly into the editorial feeds of industry publications. These native ads match the visual format of the publisher, providing a high-intent touchpoint for users who have previously engaged with the display or CTV assets.
By centralizing these touchpoints within a single programmatic interface, the AdRoll architecture prevents disjointed ad experiences and algorithmically manages frequency caps across all active devices. This unified approach ensures that B2B prospects are continuously engaged without suffering from ad fatigue.
The AdRoll Identity Graph & Cookieless Tracking Mechanics
As third-party cookies deprecate, enterprise marketing teams require alternative data architectures to maintain audience visibility. The core of this system is the AdRoll identity graph, a proprietary database that unifies cross-device profiles by evaluating multiple layers of user signals.
The foundation of this data ingestion pipeline begins with the AdRoll pixel implementation B2B. The pixel acts as a unique JavaScript snippet deployed across an organization’s digital properties to capture first-party data. Once the pixel captures a visitor’s activity, the system evaluates the profile using two distinct identification frameworks:
Deterministic Matching: This method relies on definitive, personally identifiable information (PII). When a buyer submits a form or logs into a portal, the pixel captures and encrypts their email address. This hashed identifier is then matched definitively across devices.
Probabilistic Matching: This method relies on an aggregation of anonymous digital signals. The system analyzes variables such as IP address, operating system, and device type to calculate the statistical probability that specific devices belong to the same individual.
Understanding AdRoll deterministic vs probabilistic matching is critical for executing cookieless B2B tracking. Deterministic data provides absolute certainty for known contacts, while probabilistic data bridges the gap for anonymous web traffic.
By combining both methodologies, the AdRoll platform connects individual corporate laptops to broader third-party household identifiers. This technical workflow enables advanced capabilities such as Connected TV (CTV) retargeting, allowing advertisers to serve video assets to a prospect’s household television based strictly on the B2B research conducted on a work laptop.
Reaching the Full B2B Buying Committee
Enterprise software purchasing decisions are rarely executed by a single stakeholder; they involve complex groups of cross-functional decision-makers. The AdRoll platform is engineered to align digital advertising with this reality, shifting focus away from individual lead acquisition and toward reaching the B2B buying committee as a unified entity. This requires an advanced data filtering framework that evaluates the operational characteristics of an entire organization before deploying media spend.
Firmographic and Technographic Targeting
To isolate the correct corporate accounts and their respective decision-makers, the AdRoll ABM platform leverages two primary data layers: firmographics and technographics. By applying these filters, revenue operations teams can ensure programmatic campaigns are delivered only to accounts possessing the budget, organizational structure, and technical infrastructure required to purchase their specific solutions.
The AdRoll targeting architecture evaluates the following organizational attributes:
| Data Category | Targeting Criteria | Operational Application |
|---|---|---|
| Firmographic Data | Industry and Vertical | Segments accounts by macro-level business sectors (e.g., Financial Services vs. Healthcare). |
| Firmographic Data | Company Size and Headcount | Ensures target accounts possess the necessary employee volume to require enterprise-level deployments. |
| Firmographic Data | Annual Revenue Estimates | Filters out organizations that do not meet the minimum budgetary thresholds for the advertised product. |
| Technographic Data | Current Tech Stack | Identifies the specific software platforms and digital infrastructure currently deployed by the target account. |
| Technographic Data | Integration Readiness | Targets accounts utilizing complementary technologies (e.g., targeting companies actively using Salesforce to sell a native CRM integration). |
By combining these data points within the AdRoll interface, marketers create highly precise account segments. Rather than relying on generic demographic data, this firmographic and technographic targeting ensures that advertising budgets are concentrated strictly on organizations demonstrating a mathematical fit for the vendor’s product offerings.
Utilizing Intent Data and Buying Signals
Continuous advertising to corporate accounts that are not actively in a buying cycle results in wasted media spend and severe B2B ad fatigue. To prevent the overexposure of digital creative to indifferent audiences, the AdRoll platform incorporates behavioral buying signals to determine exactly when a target account enters an active research phase.
Rather than relying solely on static firmographic lists, the architecture triangulates active purchase intent by combining proprietary data networks with industry-leading third-party integrations. This intent data architecture is categorized into three primary signal sources:
Bombora Company Surge®: A third-party integration that monitors content consumption across a cooperative of over 5,000 B2B websites. It measures account-level research activity against a historical baseline, triggering an intent signal when a company consumes content related to specific topics at an accelerated rate.
G2 Buyer Intent: Integration with the G2 software marketplace allows the system to capture direct software evaluation signals. This includes identifying when specific accounts view a vendor’s profile, compare alternatives, or research competitive software categories.
AdRoll Keyword Intent: A proprietary machine learning mechanism that analyzes text across the AdRoll publisher network, capturing digital research behavior across the broader open web outside of the Bombora cooperative.
By synchronizing these buying signals with an active target account list, revenue operations teams can execute highly efficient media deployments. The AdRoll system automatically suppresses advertising for accounts that exhibit no active research behavior, preserving budget and mitigating B2B ad fatigue. Conversely, when an account breaches a predetermined intent threshold, the AdRoll software programmatically activates the campaign, ensuring that media spend is deployed precisely when the buying committee is actively seeking a solution.
Dynamic Ad Creative for B2B Procurement
Executing a complex Account-Based Marketing (ABM) strategy requires messaging that directly addresses the specific pain points of distinct organizational levels. Relying on static imagery across an entire target account list restricts conversion potential and increases manual design overhead. To resolve this operational bottleneck, the AdRoll platform incorporates automated creative infrastructure designed specifically for enterprise sales cycles.
By utilizing B2B dynamic creative capabilities, the AdRoll technology synchronizes directly with connected CRM platforms and product feeds to instantly generate personalized ad units. This mechanism prevents design bottlenecks by automatically matching the visual asset and text copy to the behavioral history and firmographic profile of the targeted account.
The AdRoll platform automates this creative deployment based on specific target account list (TAL) tiering, ensuring that media spend is optimized according to the account’s priority level:
Tier 1 (Strategic Accounts): For high-value prospects, the AdRoll system can deploy highly customized dynamic ads featuring specific content, such as a whitepaper addressing the exact integration the account was researching, minimizing friction for key procurement officers.
Tier 2 (Scale Accounts): For mid-priority lists, the architecture automatically rotates creative variations based on industry classification or the specific role of the buying committee member (e.g., serving financial ROI messaging to procurement officers versus technical specifications for IT roles).
Tier 3 (Programmatic Accounts): For the broader addressable market, the technology utilizes behavioral tracking to serve dynamic ads highlighting the specific software features or product pages a user previously viewed on the vendor’s website.
By automating creative variations across these tiers, the AdRoll infrastructure ensures that B2B procurement teams receive highly relevant, personalized messaging at scale without requiring manual intervention from marketing operations teams.
Analytics, Measurement, and Pipeline Impact
For enterprise marketing operations, evaluating the financial return of programmatic media requires shifting away from isolated metrics and toward comprehensive revenue modeling. The AdRoll platform provides advanced analytics frameworks designed to connect top-of-funnel ad exposures directly to bottom-of-the-funnel pipeline generation.
Algorithmic Attribution: Click-Through vs. View-Through Conversions
Understanding how credit is assigned to different touchpoints is critical when evaluating the AdRoll attribution model. By default, the AdRoll infrastructure utilizes a Blended Last Touch Attribution model, which assigns 100% of the conversion credit to the final touchpoint prior to a conversion, while prioritizing clicks over passive views.
This framework requires a precise distinction between two conversion types:
Click-Through-Conversion (CTC): Occurs when a targeted buyer directly clicks an ad unit and subsequently completes a desired action on the vendor’s website.
View-Through-Conversion (VTC): Occurs when a buyer views an ad impression but does not click, yet navigates to the website later to complete the conversion.
When evaluating AdRoll CTC vs VTC, operations teams must configure AdRoll lookback windows—the maximum time allowed between an ad interaction and a conversion for the platform to claim credit. The standard default settings are highly specific based on the campaign type:
| Campaign Type | Click Lookback Window | View Lookback Window |
|---|---|---|
| B2B Retargeting | 30 Days | 7 Days |
| Brand Awareness | 30 Days | 30 Days |
Relying solely on this default single-touch mechanism can sometimes obscure the full customer journey, particularly in complex B2B sales cycles spanning multiple quarters. To resolve this, enterprise teams utilize the cross-channel attribution add-on (CCA).
The CCA dashboard provides a critical advantage over standard rule-based models by centralizing metrics across the entire marketing stack. Rather than viewing programmatic ads in isolation, the CCA add-on performs daily imports of conversion and revenue data directly from connected platforms like Google Analytics 4 (GA4), HubSpot, and Salesforce. This bidirectional synchronization allows financial officers to measure incremental lift accurately. By deduplicating conversions across email, social, and search networks, the add-on ensures that measuring ROAS on AdRoll reflects true pipeline contribution rather than inflated, overlapping attribution claims.
Measuring Account Engagement vs. Lead Volume
Transitioning to an account-based marketing software framework requires a fundamental realignment of performance metrics. Traditional demand generation relies heavily on tracking individual form submissions and minimizing the Cost-Per-Lead (CPL). However, evaluating the pipeline impact of the AdRoll platform requires shifting key performance indicators (KPIs) toward account-level activity.
Instead of measuring isolated, low-intent downloads, the AdRoll reporting infrastructure aggregates all digital touchpoints from multiple stakeholders within a single corporate entity. This allows revenue operations teams to evaluate the holistic engagement of a buying committee rather than the actions of a single employee.
To measure this shift from lead volume to account quality, the AdRoll software categorizes performance into specific engagement tiers:
Accounts Reached: The total volume of target accounts that were successfully served at least one programmatic ad impression.
Accounts Visited: The subset of reached accounts where at least one employee subsequently navigated to the vendor’s website.
Accounts with +3 Page Views (Engaged Accounts): The critical ABM metric identifying accounts that demonstrated high-intent research behavior by viewing three or more web pages after ad exposure.
By analyzing these tiers within the AdRoll centralized dashboard, organizations determine the true conversion rate of their target account list (TAL). This shift ensures that marketing success is defined by generating active corporate purchasing discussions rather than accumulating unqualified individual leads.
Connecting Marketing Activity to Revenue ROI
Securing budget approval from Chief Financial Officers (CFOs) and revenue operations leaders requires demonstrating tangible financial returns, rather than presenting top-of-funnel engagement metrics. The AdRoll platform is engineered to bridge the gap between digital ad spend and closed-won revenue by aligning programmatic campaign data directly with enterprise CRM opportunity stages.
Instead of reporting exclusively on clicks or impressions, the technology tracks the progression of target accounts through the complete sales pipeline. By establishing bi-directional data flow with platforms like Salesforce, the system attributes marketing touchpoints to specific financial outcomes.
This architecture allows revenue operations teams to prove pipeline impact by measuring the following advanced ROI metrics directly within the AdRoll dashboard:
Pipeline Generated: The total monetary value of new CRM sales opportunities created from accounts that interacted with the advertising campaigns.
Pipeline Velocity: The measured decrease in the time required for a targeted account to move from initial awareness to a closed-won deal, demonstrating that the AdRoll ABM platform is actively shortening enterprise sales cycles.
Influenced Revenue: The total closed-won revenue generated from accounts that received ad exposures, allowing financial teams to calculate the exact return on ad spend (ROAS).
Cost Per Opportunity: The total media spend divided by the number of qualified sales opportunities generated, providing a strict financial baseline for campaign efficiency.
By translating digital marketing activity into these concrete financial metrics, the AdRoll software enables operations leaders to justify programmatic budgets, optimize media allocations, and accurately report their direct contribution to overall corporate revenue.
AdRoll Technical Ecosystem and Data Ingestion
CRM Synchronization (Salesforce, HubSpot, etc.)
To maintain alignment between marketing deployments and active revenue pipelines, the AdRoll infrastructure relies on bi-directional data synchronization with enterprise Customer Relationship Management (CRM) platforms. This synchronization prevents data silos by ensuring that account-level advertising metrics are visible to sales representatives directly within their native CRM environments, while CRM pipeline stages dynamically dictate digital ad targeting.
The mechanics of this bi-directional syncing vary based on the specific CRM architecture being utilized:
Salesforce Bi-Directional Synchronization
The integration with Salesforce connects the advertising platform directly to standard Salesforce account objects via a scheduled daily API sync, which executes at 12:00 PM UTC. The technical data exchange involves:
Data Ingestion (Salesforce to AdRoll): Pulls active customer accounts, opportunity stages, and contact roles into the platform to build dynamic target audiences.
Data Export (AdRoll to Salesforce): Pushes calculated ideal customer profile (ICP) fit grades (A through F) back to the Salesforce account records. It also populates a custom object, typically labeled ‘AdRoll Aggregated Account Data,’ providing sales teams with visibility into account-level ad impressions and engagement without leaving the Salesforce interface.
HubSpot Bi-Directional Synchronization
For organizations operating within the HubSpot ecosystem, the integration utilizes specific list mechanics and performance data transfers:
Audience Syncing: The system ingests static HubSpot email lists, requiring a minimum of 100 contacts to initiate the match process. While active or smart lists are not natively supported, the integration dynamically updates the connected static lists every 24 hours. As contacts change pipeline stages in HubSpot and move between lists, they automatically shift into different advertising segments.
Performance Export: The integration pushes programmatic advertising metrics—including cross-channel impressions, clicks, media spend, and page views—directly into HubSpot reporting dashboards. Furthermore, hourly API syncs can connect HubSpot conversion and revenue data to the AdRoll platform to measure comprehensive multi-touch attribution.
By automating these bidirectional data exchanges, the technology ensures that multi-channel campaigns remain strictly aligned with real-time CRM data, removing the operational friction of manual CSV list exports and disparate reporting systems.
Martech Stack Compatibility and API Access
Ensuring seamless data portability across the broader marketing technology ecosystem is critical for enterprise operations. The AdRoll infrastructure avoids data silos by providing programmatic access to its core datasets, allowing engineering teams to extract campaign metrics and automate account management directly within their own business intelligence platforms or proprietary applications.
To support this Martech stack compatibility, the AdRoll platform provides developers with two distinct API frameworks, each engineered for specific data operations and secured via OAuth 2.0 protocols or Personal Access Tokens:
GraphQL Reporting API: This endpoint is designed specifically for data portability and analytics extraction. The GraphQL framework allows developers to query multiple resources simultaneously and retrieve only the specific data points required (e.g., campaign metrics, conversions, and target account list performance). This prevents data over-fetching and allows revenue teams to pipe precise AdRoll analytics directly into centralized data warehouses like Snowflake or visualization tools like Tableau.
REST API (Management Endpoints): While GraphQL handles reporting, standard REST API endpoints are utilized for operational control. These endpoints allow external applications to programmatically manage daily workflows. Data engineering teams can utilize the REST framework to automate the uploading of new creative assets, adjust campaign budgets, manage audience segments, and dynamically update geotargeting parameters without accessing the manual AdRoll user interface.
By providing both GraphQL for flexible data extraction and REST for structural management, the ecosystem ensures that organizations can maintain full ownership and portability of their programmatic advertising data.
Data Ingestion and First-Party Audience Building
A critical component of account-based marketing is the ability to transition offline contacts into targetable digital segments. The AdRoll platform facilitates this through a structured CRM data onboarding process, allowing revenue teams to bridge the gap between static customer databases and active programmatic advertising campaigns.
This data ingestion mechanism enables organizations to upload offline lists—such as contacts acquired at trade shows or historical customer files—directly into the AdRoll ecosystem for digital matching.
The technical workflow for onboarding offline lists involves several specific data requirements and processing phases:
File Configuration: Operators must format offline contact data into a static CSV file. The system requires a minimum of 100 unique email addresses per list to successfully populate an actionable digital segment, with a maximum file size limit of 10MB.
The Matching Process: Once the CSV is uploaded, the AdRoll infrastructure cross-references the provided email addresses against its proprietary identity graph. The system translates these static emails into active retargeting segments by matching them to digital identifiers and cookies across the web.
Processing Timelines: The initial digital matching process commences within six hours of the file upload. However, achieving full audience population and completing the cookie matching sequence for web-based display campaigns can require up to seven days.
By systematically onboarding these offline lists, the AdRoll architecture supports several advanced audience building applications:
| Audience Strategy | Operational Application |
|---|---|
| Offline Event Targeting | Delivering programmatic display ads to prospects who shared contact information at physical trade shows. |
| Email Nurture Extension | Reaching prospects who have opted out of email communications or possess low email open rates via digital display channels. |
| Historical CRM Activation | Re-engaging long-term customers who have fallen out of standard website retargeting duration windows due to inactivity. |
This first-party data ingestion ensures that the AdRoll ABM platform can execute comprehensive campaigns based on verified corporate contacts, reducing reliance on anonymous web traffic and third-party data providers.
Total Cost of Ownership: AdRoll Media Markup vs. SaaS Fees
Analyzing the AdRoll Pricing Model
The AdRoll B2B pricing model diverges significantly from traditional enterprise account-based marketing platforms. Rather than requiring steep, upfront annual software licensing fees before a single campaign is launched, the platform utilizes a usage-based financial structure.
While the software interface may present as a low-cost or zero-cost entry point for self-serve operators, revenue teams must account for the AdRoll media spend markup. Instead of a transparent software fee, AdRoll generates revenue by applying an undisclosed percentage markup on the programmatic ad inventory purchased across the open web.
Break-Even Cost Analysis To determine the AdRoll true cost of ownership, financial officers must map this variable markup against the flat SaaS fees typically charged by enterprise competitors. Because the markup scales directly with campaign volume, there is a mathematical inflection point where a flat-fee platform becomes more economical.
Assuming an industry-standard estimate of a 20% markup on media, the break-even analysis functions as follows:
| Monthly Media Spend | Estimated AdRoll Markup Cost (20%) | Competitor SaaS Flat Fee (Example) | Most Cost-Effective Model |
|---|---|---|---|
| $10,000 | $2,000 | $4,000 | AdRoll Markup |
| $20,000 | $4,000 | $4,000 | Break-Even Point |
| $30,000 | $6,000 | $4,000 | Flat SaaS Fee |
Note: The exact markup percentage is undisclosed and dynamically adjusted by AdRoll’s bidding algorithm based on inventory quality and market demand.
Furthermore, enterprise teams requiring strategic oversight cannot rely on the baseline self-serve tier. To unlock dedicated account management, custom campaign engineering, and advanced technical support, organizations must meet the AdRoll managed services minimum. This tier requires a strict commitment of at least $5,000 per month in continuous media spend, establishing the absolute baseline financial requirement for deploying the platform with human operational support.
Frequently Asked Questions (FAQ) About AdRoll
What exactly does AdRoll do?
AdRoll is a comprehensive digital marketing and programmatic advertising platform. It allows revenue teams to centralize their multi-channel media buying, executing retargeting, display, native, and Connected TV (CTV) advertising from a single interface to drive customer acquisition and account-based engagement.
What is the difference between AdRoll, NextRoll, and RollWorks?
NextRoll operates as the parent company. Historically, RollWorks functioned as their dedicated B2B account-based marketing platform, while AdRoll focused heavily on B2C and e-commerce. To unify these capabilities, the RollWorks B2B architecture has been consolidated directly into the primary platform, offering enterprise targeting under a single system.
How much does AdRoll cost per month?
Unlike traditional SaaS platforms that charge flat annual software fees, the platform typically operates on a media markup model. While there is a pay-as-you-go entry point, unlocking dedicated account management and advanced operational support requires a minimum media spend commitment of $5,000 per month.
Who are the main competitors to AdRoll?
In the B2B account-based marketing space, primary competitors include Demandbase, 6sense, and Terminus. For e-commerce and broader programmatic retargeting, direct competitors include Criteo, Google Ads, and native social ad networks like Facebook Ads.
How does AdRoll retargeting work?
The system utilizes a proprietary JavaScript pixel installed on a company’s digital properties. When a user leaves the site without converting, the platform evaluates their behavioral data and bids on ad inventory across the open web to serve personalized display or dynamic ads, re-engaging them through extended sales cycles.
Does AdRoll integrate with Salesforce and HubSpot?
Yes, the platform offers native, bi-directional synchronization with major CRM environments including Salesforce and HubSpot. This allows marketing teams to trigger digital campaigns automatically based on CRM opportunity stages and pushes ad engagement data directly into the sales representative’s dashboard.
How does AdRoll track users without third-party cookies?
As third-party cookies deprecate, the platform utilizes its proprietary Identity Graph. It combines deterministic data (such as hashed emails captured from form fills) with probabilistic matching (analyzing IP addresses, operating systems, and device types) to track enterprise buying committees across devices.
What advertising channels does AdRoll support?
The infrastructure allows advertisers to deploy campaigns simultaneously across the open web via display and native advertising, Connected TV (CTV) streaming networks, digital out-of-home (DOOH) screens, and social media platforms including Facebook, Instagram, TikTok, and Pinterest.
Is AdRoll effective for B2B marketing?
Yes. Following the structural integration of RollWorks’ architecture, the platform is highly optimized for B2B account-based marketing. It provides deep firmographic and technographic targeting filters, allowing B2B advertisers to isolate specific organizational buying committees rather than marketing to individual consumers.
How do I measure return on ad spend (ROAS) with AdRoll?
The platform measures pipeline impact by tracking both click-through conversions (CTC) and view-through conversions (VTC). For enterprise operations, a Cross-Channel Attribution (CCA) dashboard deduplicates conversions across email, social, and search networks to provide an accurate, holistic representation of marketing ROI.
AdRoll Leadership Team:
AdRoll Corporate Profile:
Name: AdRoll (A business unit of NextRoll, Inc.)
Industry: Advertising Technology (AdTech), Marketing Technology (MarTech), and B2B Account-Based Marketing (ABM)
Founded: 2006
Founders: Aaron Bell, Jared Kopf, Valentino Volonghi, and Peter Krivkovich
CEO: Roli Saxena (CEO of NextRoll, Inc.)
Headquarters: 71 Stevenson Street, Suite 403, San Francisco, California 94105, United States.
Global Footprint: Maintains international offices across New York, Salt Lake City, Dublin (Ireland), and Sydney (Australia).
Ownership Structure: Privately Held (Venture-Backed)
Total Funding & Stage: Late-stage venture; has raised approximately $158.6 million across multiple funding rounds (backed by firms like Accel, Foundation Capital, and IVP).
Annual Revenue: Estimated between $175 million and $200+ million (NextRoll parent company).
Number of Employees: Approximately 530 to 800+ employees globally.
Target Audience: B2B and B2C marketers, Revenue Operations (RevOps) teams, e-commerce brands, and mid-market to enterprise companies looking to shorten enterprise sales cycles.
Core Product Lines:
Programmatic Display and Native Advertising
Connected TV (CTV) and Digital Out-of-Home (DOOH)
AI-Powered Bidding Engine (BidIQ)
Cross-Channel Attribution (CCA) Dashboard
Target Account List (TAL) Builder & B2B Dynamic Creative
Key OEM Partnerships & Integrations: Bombora (Company Surge® Intent Data), G2 (Buyer Intent), Salesforce, HubSpot, Shopify, and WooCommerce.
Regulatory Clearances & Certifications: Fully compliant with global data privacy frameworks, including GDPR and CCPA.
NAICS and SIC Codes:
NAICS: 541810 (Advertising Agencies)
SIC: 7311 (Advertising Agencies)
Website: adroll.com