AdRoll
AdRoll, operated by NextRoll, Inc., operates a multichannel digital advertising platform serving 110,000+ brands with AI-powered bidding (BidIQ), cross-channel orchestration across CTV, display, social, video, native, and DOOH, plus AdRoll ABM for B2B pipeline. Hybrid GTM combines self-service onboarding with managed services tiers.
- Company typePrivate
- Founded2006
- HeadquartersSan Francisco, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What AdRoll does
AdRoll, operated by NextRoll, Inc., is a multichannel digital advertising platform founded in 2007 and headquartered in San Francisco. The company serves over 110,000 brands across verticals including ecommerce/D2C, B2B/SaaS, finance/forex, hospitality/events, nonprofit, and agencies, offering full-funnel campaign management across display, social, connected TV (CTV), native, video, mobile, and digital out-of-home (DOOH) channels. Its product portfolio comprises two flagship lines — the AdRoll advertising platform and AdRoll ABM (formerly RollWorks), an account-based marketing solution for B2B pipeline generation — supported by services such as managed white-glove campaign management and self-service onboarding.
The platform is built on BidIQ, a proprietary AI-native bidding engine that makes 2.5 trillion predictions daily and analyzes 4.6 billion proprietary signals monthly, powered by 17+ years of learning from tagged users. Recent product additions include an AI Assistant for conversational campaign management (2026 Globee AI Award winner), an AI Ad Builder for generative creative production, a Model Context Protocol (MCP) Server enabling AI assistants such as ChatGPT and Claude to query AdRoll account data, Dynamic Creative Optimization, and a Device Graph for cross-device and household-level targeting. AdRoll has integrated with Experian for CTV household targeting (April 2025), Audigent for cookieless audience activation (first-in-industry via Google's Privacy Sandbox), HUMAN Security for fraud defense (October 2025), and PubMatic for agent-to-agent supply-side diagnostics (April 2026).
AdRoll operates a hybrid go-to-market model combining self-service digital onboarding (no platform fee, $2.50/day minimum ad spend via app.adroll.com) with spend-qualified managed services tiers starting at $5,000/month, annual Advanced Packages, and an agency partnerships program. Revenue is generated primarily through CPM-based advertising platform spend, supplemented by managed services retainers and recurring subscription packages. Distribution spans direct self-service, enterprise field sales, agency channel partnerships, and a broad technology integration footprint including Shopify, WooCommerce, Klaviyo, and LiveRamp. The company is privately held under NextRoll, Inc. with 251-500 employees and no public funding rounds disclosed in the available data.
AdRoll firmographics
Firmographics- Name
- AdRoll
- Legal name
- NextRoll, Inc.
- Website
- https://adroll.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- AdRoll, operated by NextRoll, Inc., operates a multichannel digital advertising platform serving 110,000+ brands with AI-powered bidding (BidIQ), cross-channel orchestration across CTV, display, social, video, native, and DOOH, plus AdRoll ABM for B2B pipeline. Hybrid GTM combines self-service onboarding with managed services tiers.
- Ownership category
- akta.pro rank
AdRoll industry classification
Industry- Product category
- Programmatic Multichannel Advertising Platform
- NAICS
- Media Buying Agencies (54183), Advertising Agencies (54181), Other Services Related to Advertising (541890)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Performance Marketing Automation & Bid Management Services (MPAAACAM)
Keywords
Where AdRoll is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AdRoll business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Advertising Platform Fees: AdRoll charges advertisers for access to its multi-channel programmatic advertising platform. Self-service plans have no platform fee but require minimum ad spend of $2.50/day. Paid add-ons available for social advertising and cross-channel attribution with undisclosed pricing. Spend-qualified managed services tiers start at $5,000/month plus ad spend.
- Managed Services: Spend-qualified managed services tiers provide dedicated account management, weekly campaign performance meetings, proactive optimization recommendations, and custom reporting. Starting at $5,000/month in addition to advertising spend.
- Annual Advanced Package: Annual subscription package offering enhanced features and pricing for committed advertisers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Self-Service Ads |
| Hybrid | Monthly | Managed Services |
| Subscription | Annual | Annual Advanced Package |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels10 records
AdRoll product offering
Product offeringCore offering
AdRoll is an AI-driven multichannel advertising platform that enables advertisers to launch and optimize full-funnel campaigns across CTV, display, social, native, video, mobile, and digital out-of-home channels from a single dashboard, complemented by AdRoll ABM for B2B account-based marketing. The platform monetizes advertiser media spend through self-service onboarding (no platform fee, $2.50/day minimum) and spend-qualified managed services with dedicated account managers starting at $5,000/month.
Product overview
AdRoll, operated by NextRoll, Inc., is a multi-channel advertising platform offering two primary product lines: AdRoll (core advertising platform) and AdRoll ABM (formerly RollWorks, for account-based marketing). The platform provides full-funnel campaign capabilities across multiple channels including display, social, CTV, video, native, mobile, and digital out-of-home advertising. Core AI-powered features include BidIQ (real-time bidding optimization), AI Assistant (conversational campaign management), and AI Ad Builder (creative generation). The platform supports retargeting, brand awareness, and audience segmentation capabilities, with optional paid add-ons for cross-channel attribution and social advertising. Managed services and self-service options are available with tiered pricing structures.
Differentiator
Problem solved
Functional benefit
Products and services
- AdRoll Digital Advertising Platform AI-powered multichannel advertising platform enabling full-funnel campaigns across display, social, CTV, video, native, mobile, and DOOH channels with retargeting, brand awareness, and attribution capabilities, targeted at retail, ecommerce, finance, hospitality, nonprofit, and agency advertisers.
- AdRoll ABM Account-based marketing platform (formerly RollWorks) for B2B pipeline generation with multi-channel advertising, go-to-market orchestration, and revenue impact reporting targeting named accounts at B2B and SaaS companies.
- Managed Services White-glove campaign management service with dedicated account strategists providing weekly performance meetings, proactive optimization recommendations, and custom reporting, starting at $5,000/month plus advertising spend.
Quantifiable outcome
- Customers average 5x return on ad spend
- +9 more outcomes
Companies that use AdRoll
Customer profileNamed customers7 records
Segments7 records
Ideal customer profiles4 records
AdRoll technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability10 records
Feature9 records
AdRoll partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, flagship and minor.
- PubMaticcoreAgent-to-agent integration using Model Context Protocol (MCP) enabling AdRoll's demand-side AI agents to query PubMatic's supply-side deal diagnostics in real time. Compresses troubleshooting time from days to minutes and allows cross-platform identification of root causes including pacing constraints, creative blocks, and floor price mismatches.
- HUMAN SecuritycoreHUMAN Security integration provides real-time fraud defense and viewability solutions to enhance advertising campaign integrity and prevent ad fraud. Offers advertisers more transparent and effective ad performance data.
- ExperiancoreExperian partnership enables AdRoll to leverage Experian's Digital Identity Graph for CTV targeting and over 3,200 ready-to-use syndicated audiences across web and CTV. Integration allows mapping of personal devices to households for more accurate audience targeting. 200 brands activated Experian's Syndicated Audiences within four months of April 2025 launch.
- AudigentflagshipAudigent partnership enables cookieless audiences for interest group targeting on Chrome. AdRoll and Audigent are the first in the industry to successfully activate a cookieless audience via Google's Privacy Sandbox, ahead of other DSPs relying on traditional IDs.
- LiveRampcorePartnership with LiveRamp enables first-party data activation for advertisers, simplifying ability to activate customer data with tools like CSV uploads and partnership integration.
- ShopifycoreShopify integration allows ecommerce merchants to directly position products top of mind to customers and guide them down the purchase funnel. Enables retargeting of abandoned carts and dynamic product ads.
- KlaviyocoreKlaviyo integration enables email list and segment activation for CTV and advertising targeting. Allows targeting high-value segments like recent purchasers or cart abandoners across connected TV devices.
- LemonlightminorVideo production partner specializing in CTV creative production. Lemonlight creates stunning video creative for AdRoll customers, helping brands develop impactful CTV advertisements.
- IABminorIAB membership demonstrates commitment to industry standards and programmatic advertising best practices.
- Network Advertising InitiativeminorNAI membership demonstrates commitment to responsible data practices and privacy in digital advertising.
- Trustworthy Accountability Group (TAG)minorTAG membership demonstrates commitment to preventing digital advertising fraud and promoting brand safety.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
AdRoll competitors and assessment
Company assessmentDirect peers
- Quantcast: Programmatic advertising platform combining audience measurement (QMP) with AI-powered campaign activation. Overlaps with AdRoll's AI-driven bid optimization and audience modeling capabilities, particularly in display and CTV.
- The Trade Desk: Independent programmatic DSP competing head-to-head with AdRoll across CTV, display, and cross-channel campaigns. Both offer AI-driven bid optimization, omnichannel orchestration, and audience targeting; the Trade Desk is significantly larger and more enterprise-skewed.
- Criteo: Performance-focused retargeting and programmatic commerce DSP with deep ecommerce retailer relationships. Overlaps with AdRoll's retargeting, display, and Shopify integration offerings, particularly in the mid-market and D2C segments.
- MediaMath: Independent programmatic DSP providing omnichannel campaign management and audience targeting. Competes with AdRoll on the same enterprise and agency RFPs for cross-channel programmatic buying.
- StackAdapt: Self-serve programmatic DSP offering CTV, display, native, and video advertising with AI-driven optimization. Directly comparable GTM motion to AdRoll's self-service platform, serving similar mid-market advertisers and agencies.
- Taboola: Native advertising and content discovery platform with growing CTV capabilities. Comparable to AdRoll in driving performance outcomes for advertisers using AI-driven audience targeting across premium publisher inventory.
- Outbrain: Native advertising platform for advertiser-driven content discovery across premium publishers. Comparable native channel offering to AdRoll's native advertising product, with overlapping advertiser base.
Emerging players
- 6sense: Account-based marketing platform with deep B2B intent data and orchestration capabilities. Directly competes with AdRoll ABM in B2B pipeline generation, but with materially stronger proprietary contact and intent data.
Broad incumbents
- Amobee: Broad cross-channel digital advertising platform owned by Singtel serving enterprise advertisers. Overlaps with AdRoll on CTV, display, video, and social, but as part of a wider portfolio including TV planning.
- Google Ads: Walled-garden ad platform of Google, the largest competitor for programmatic display, video, and CTV budgets. AdRoll explicitly positions BidIQ and cross-channel attribution as a response to walled-garden dominance, particularly for mid-market advertisers seeking independent measurement.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
AdRoll social profiles
Digital presenceAdRoll compliance and trust
Trust signalCompliance4 records
AdRoll financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdRoll leadership team
Management profileNumber of profiles
Profiles7 records
AdRoll subsidiaries and ownership
Company hierarchySubsidiaries1 record
AdRoll funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdRoll M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AdRoll
What does AdRoll do?
AdRoll is an AI-driven multichannel advertising platform that enables advertisers to launch and optimize full-funnel campaigns across CTV, display, social, native, video, mobile, and digital out-of-home channels from a single dashboard, complemented by AdRoll ABM for B2B account-based marketing. The platform monetizes advertiser media spend through self-service onboarding (no platform fee, $2.50/day minimum) and spend-qualified managed services with dedicated account managers starting at $5,000/month.
Is AdRoll a public or private company?
AdRoll is a private company. It is classified as unknown and is currently operating.
When was AdRoll founded?
AdRoll was founded in 2006. It employs 251 to 500 people.
Where is AdRoll based?
AdRoll is headquartered in San Francisco, United States, in the North America region.
How does AdRoll make money?
Three revenue lines are on record. Advertising Platform Fees are the primary driver. The others are managed Services and annual Advanced Package.
Who are AdRoll's main competitors?
Direct peers on record are Quantcast, The Trade Desk, Criteo, MediaMath, StackAdapt, Taboola and Outbrain. 6sense is listed as an emerging player. Broad incumbents are Amobee and Google Ads.
Does AdRoll have an API?
Yes. AdRoll offers an MCP (Model Context Protocol) Server that provides a secure connection enabling AI assistants such as ChatGPT and Claude to access AdRoll account data. The MCP enables AI agents to fetch real-time campaign performance data and optimization suggestions. Additionally, an agent-to-agent integration with PubMatic using the Model Context Protocol allows AdRoll's demand-side AI agents to query PubMatic's supply-side deal diagnostics in real time for programmatic deal troubleshooting.
What industry is AdRoll in?
AdRoll's product category is Programmatic Multichannel Advertising Platform. Its primary akta.pro industry code is MPAAACAM, Performance Marketing Automation & Bid Management Services. Its NAICS code is 54183 and its SIC code is 7310.