NextRoll

What NextRoll does

NextRoll is a venture-backed marketing technology company founded in 2006 (originally as AdRoll, Inc., rebranded to NextRoll, Inc. in 2019) that operates a connected, AI-driven advertising platform serving 110,000+ brands globally. The company runs two distinct product brands: AdRoll, an AI-driven D2C e-commerce marketing platform offering retargeting, cross-channel advertising (display, social, connected TV, digital out-of-home), email, and onsite personalization; and AdRoll ABM (incorporating the legacy RollWorks brand), a B2B account-based marketing platform that identifies target accounts and key buyers, activates multi-channel campaigns, and measures program effectiveness in the customer's system of record. Headquartered in San Francisco with regional entities in Dublin, London, and Sydney, the company is backed by Foundation Capital, IVP, and Merus Capital, with total disclosed funding of approximately $158.6M across rounds from 2006 to 2023.

The platform is built on AWS-centric infrastructure (DynamoDB, Kinesis, EC2, EMR, S3) running a polyglot stack (Python, React, Erlang, R, Go, Java, Elixir, Rust) that processes 50 billion ad impressions per day and ~100 billion daily real-time bidding (RTB) requests. Core proprietary technology includes the BidIQ AI-powered bidding engine launched in 2026, the internally built open-sourced TrailDB library, and a cross-device identity graph that maps user interactions into a holistic customer journey. Supporting AI capabilities span audience segmentation, cross-channel attribution, fraud detection, and LLM-powered AI Assistant Chatbots deployed on the company's own Digital Properties. The company is SOC2 Type 2 audited (no exceptions) and maintains memberships/certifications across IAB, NAI, DAA, EDAA, and TAG, supporting compliance postures spanning CCPA/CPRA, GDPR (via NextRoll Limited in Ireland), and LGPD (Brazil).

NextRoll monetizes through a mix of usage-based media spend on the AdRoll platform (with no minimum contract requirements), subscription/recurring SaaS for AdRoll ABM, B2B contact data licensing (capped at ~92M contacts), and cross-context behavioral advertising disclosed under CCPA "sales of personal information." Distribution leverages native integrations with Shopify and WooCommerce, agency partners, and a sales-led motion layered over a self-serve product experience, targeting resource-constrained D2C e-commerce and B2B marketing teams.

Name

NextRoll

Legal name

NextRoll, Inc.

Website

https://nextroll.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

251–500 employees

Short description

NextRoll is a martech company that runs the AdRoll D2C e-commerce advertising platform and the AdRoll ABM (formerly RollWorks) B2B account-based marketing platform, serving 110,000+ brands globally with AI-driven multi-channel ad campaigns, retargeting, real-time bidding, and account-level measurement.

Ownership category

akta.pro rank

Product category

Programmatic Advertising Platform

NAICS

Media Buying Agencies (541830), Direct Mail Advertising (541860)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Performance Marketing Automation & Bid Management Services (MPAAACAM)

akta.pro secondary industries

Marketing Automation, CRM & Lifecycle Messaging (BPAMALAE), B2B Appointment Setting & SDR/BDR Outsourcing (BPAAADAA)

Keywords

• Programmatic advertising platform
• Account-based marketing software
• D2C e-commerce advertising
• Retargeting and prospecting
• Marketing technology (martech)

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. AdRoll D2C advertising platform (SaaS + media spend): Connected, AI-driven multi-channel advertising platform sold to Direct-to-Consumer (D2C) e-commerce companies, generating revenue through customers' media spend on the AdRoll platform with no minimum contract requirements, complemented by advanced measurement and attribution services.
2. AdRoll ABM / RollWorks B2B account-based marketing platform: B2B account-based marketing platform that helps companies identify target accounts and key buyers, reach those accounts across channels, and measure program effectiveness in their system-of-record, sold as a SaaS platform to B2B marketers and agencies.
3. AdRoll ABM B2B Contact Data licensing: NextRoll licenses B2B contact data (business emails, business addresses, business phone numbers) to Customers as part of its AdRoll ABM Services, deriving and collecting this contact data from public sources, licensed data providers, and inferred via email naming conventions (with European Territory exclusions).
4. Interest-based advertising / cross-context behavioral advertising: NextRoll generates revenue by providing cross-context behavioral advertising (retargeted / interest-based advertising) services that share/sell pseudonymous identifiers (cookie strings, hashed emails) with Advertising Partners, as disclosed under CCPA 'sales of personal information'.

Go-to-market motion3 records

Core offering

NextRoll operates an AI-powered connected advertising platform that enables brands and B2B marketers to plan, buy, and measure multi-channel digital ad campaigns. It is delivered through two products: AdRoll, a D2C e-commerce platform for display, video, social, and email retargeting and prospecting; and AdRoll ABM (formerly RollWorks), a B2B account-based marketing platform for identifying target accounts, engaging them across channels, and measuring pipeline impact.

Product overview

NextRoll operates a platform-plus-modules architecture in the ad-tech space. Its core consists of two distinct product brands built on the shared NextRoll AI technology foundation: AdRoll (the D2C e-commerce marketing platform for cross-channel advertising, retargeting, and measurement) and AdRoll ABM (the B2B account-based marketing platform for targeting companies and key buyers). Both products are powered by the underlying NextRoll AI Technology, which provides AI-driven full-funnel campaign capabilities, real-time bidding, audience segmentation, cross-device matching, and attribution. Supporting add-ons include the AdRoll ABM B2B Contact Data product, AI Assistant Chatbots on its Digital Properties, the open-source TrailDB library, and a public developer API. NextRoll also owns legacy sub-brands such as RollWorks for B2B ABM.

Differentiator

Problem solved

Functional benefit

Brands

• AdRoll: NextRoll's AI-powered e-commerce marketing platform for direct-to-consumer (D2C) companies, providing full-funnel multi-channel advertising, social advertising, ecommerce growth, and cross-channel attribution.
• AdRoll ABM
• RollWorks

Products and services

• AdRoll A multi-channel advertising platform for D2C e-commerce brands that enables retargeting, prospecting, social, video, and email campaigns through a single AI-optimized interface powered by the BidIQ bidding engine and NextRoll's cross-device graph.
• AdRoll ABM (formerly RollWorks) An account-based marketing platform for B2B marketing and sales teams that identifies target accounts, runs coordinated display, social, and email campaigns against named accounts, and measures pipeline and revenue impact.
• NextRoll API A developer API that allows partners and integrators to access NextRoll's programmatic ad serving, audience targeting, and reporting capabilities for embedding within their own products and workflows.
• B2B Contact Data A licensed B2B contact and account data add-on for AdRoll ABM that enriches target-account lists with contact and firmographic information to improve ABM campaign targeting and execution.

Quantifiable outcome

• Serves 50 billion ad impressions per day
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability10 records

Feature7 records

Partnerships

Eleven partnerships are on record, tiered core data partner, core distribution partners, core platform partner, core integration partner, core privacy/compliance partner and standard legal partner.

• Bomboracore data partnerTechnology or IntegrationBombora is an Audience Partner that creates and provides NextRoll with audience segments (e.g., demographic and firmographic attributes) used for targeting and reporting; LiveRamp onboards the Bombora data into NextRoll's pipeline.
• Experiancore data partnerTechnology or IntegrationExperian is an Audience Partner providing audience segments and profiling data that NextRoll uses to better understand target audiences and serve customers' ads.
• Eyeotacore data partnerTechnology or IntegrationEyeota is an Audience Partner that creates and supplies audience segments (demographic/firmographic) which NextRoll uses to better market customers' products and services.
• Perioncore data partnerTechnology or IntegrationPerion is an Audience Partner providing audience segments to NextRoll for use in customer campaigns.
• LiveRampcore data partnerTechnology or IntegrationLiveRamp is an Advertising Partner that onboards Bombora data into NextRoll and provides an email opt-out tool (optout.liveramp.com/opt_out) that consumers can use to opt out of audience matching with NextRoll.
• Ad Exchanges, Publishers and Supply-Side Platforms (SSPs)core distribution partnersChannel Partner/ Reseller/ DistributorNextRoll works with ad exchanges, publishers, and supply-side platforms that sell advertising space across publisher websites, streaming services, and digital billboards; matches cookie identifiers with NextRoll's to deliver ads and recognize browsers/devices across the ecosystem.
• CTV attribution and measurement partnerscore platform partnerTechnology or IntegrationThird party companies that assist with CTV measurement and attribution; collect referrer URL, IP, cookie/alternative identifier, and (for QR codes) precise geolocation when users scan QR codes displayed in CTV ads.
• DOOH SDK and geolocation partners / digital billboard ownerscore platform partnerTechnology or IntegrationPartners provide SDKs, geolocation data, and physical DOOH inventory (digital billboards, bus shelters, elevator screens); use privacy-safe hardware to gauge footfall traffic (no biometric data or raw video retained) for probabilistic targeting.
• Shopify and WooCommerce (ecommerce integrations)core integration partnerTechnology or IntegrationAdRoll offers seamless ecommerce integrations with Shopify and WooCommerce, enabling D2C brands to easily connect their stores for retargeting, cross-channel campaigns, and onsite personalization.
• Lucid Privacy Group (NextRoll Data Protection Officer)core privacy/compliance partnerImplementation/ SI/ Consulting PartnerExternal Data Protection Officer partner at 1050 Page Street, San Francisco, CA 94117; handles escalated privacy inquiries via [email protected] for NextRoll's recruitment and website/service privacy practices.
• National Arbitration and Mediation (NAM)standard legal partnerImplementation/ SI/ Consulting PartnerDesignated arbitration administrator for dispute resolution under NextRoll's Website Terms of Use, per the Mandatory Individual Arbitration Agreement.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• The Trade Desk: Independent demand-side platform for programmatic advertising across display, CTV, video, audio, and DOOH. Directly comparable to NextRoll's AdRoll multi-channel RTB infrastructure at much larger scale.
• Criteo: Performance retargeting and audience-targeting platform for D2C e-commerce brands. Closest historical direct competitor to AdRoll's retargeting core, with comparable cookie-based behavioral targeting and usage-based media economics.
• Quantcast: Programmatic DSP and audience-targeting platform using AI for real-time bidding and audience modeling. Comparable to NextRoll's BidIQ-driven RTB engine across display and CTV inventory.
• MediaMath: Independent programmatic DSP offering omnichannel buying across display, video, mobile, CTV, and DOOH. Directly comparable channel breadth and RTB infrastructure to NextRoll.
• StackAdapt: Self-serve programmatic DSP for native, display, video, CTV, and DOOH advertising. Comparable in offering AI-driven multi-channel bidding and self-serve onboarding for mid-market advertisers.
• Amobee: Omnichannel advertising platform spanning programmatic display, video, CTV, and social. Comparable multi-channel RTB capabilities and agency/marketer customer base to NextRoll.
• Demandbase: B2B account-based marketing platform for identifying target accounts, engaging buying committees, and measuring pipeline impact. Directly comparable to NextRoll's AdRoll ABM (RollWorks) product.
• 6sense: B2B account-based marketing and predictive analytics platform using intent data and AI for account identification. Directly competes with AdRoll ABM in B2B targeting and account engagement.

Emerging players

• Terminus: B2B account-based marketing platform focused on multi-channel ad targeting and account engagement. Competes with AdRoll ABM for B2B marketing budgets, though smaller in contact-data depth.

Broad incumbents

• Yahoo Advertising: Broad incumbent ad platform offering programmatic DSP, native, and connected TV buying at scale. Overlaps with NextRoll on multi-channel buying but operates as a much larger, vertically integrated publisher-DSP.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• GitHubgithub.com/AdRoll
• LinkedInlinkedin.com/company/nextroll
• Xx.com/NextRoll_Inc
• Facebookfacebook.com/NextRoll.Inc

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 records

Funding overview

Funding rounds7 records

Investors15 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NextRoll