What AdRoll Group does

AdRoll Group is a private, US-incorporated advertising technology company (legal entity NextRoll, Inc.) that operates a multichannel digital advertising platform and a B2B account-based marketing platform. Its flagship product, AdRoll, enables advertisers to run full-funnel campaigns across display, mobile, native, social, video, connected TV (CTV), and digital out-of-home (DOOH) channels, with AI-powered optimization, audience segmentation, retargeting, brand awareness, and cross-channel attribution. Its second product, AdRoll ABM (formerly RollWorks, rebranded in 2022), targets B2B advertisers with account-based marketing, go-to-market orchestration, buyer intent insights, and revenue impact reporting. Underlying both products is a proprietary machine learning stack built on 17+ years of campaign data, now extended with generative AI for text, image, and video ad creative, plus an in-product AI Assistant.

The company serves more than 110,000 brands globally across seven primary verticals: retail/ecommerce, B2B/software, D2C, hospitality, finance, nonprofit, and agencies. It uses a hybrid go-to-market combining enterprise field sales with managed services for larger accounts and a self-service/PLG signup (app.adroll.com) for SMB and mid-market customers. Pricing is not publicly disclosed, but the revenue model is structured as recurring advertising platform fees (managed services or platform subscriptions). Distribution is supported by content marketing (resource library, blog, free tools like a ROAS calculator), email newsletters, webinars, and active social channels. Strategic partnerships include a CTV targeting alliance with Experian, and the company holds industry memberships with IAB, NAI, and TAG, alongside multiple G2 badges (Leader, Most Implementable, Users Love Us, High Performer, Momentum Leader). The firm is privately held, has been operating since 2006, and shows no public listing or recent disclosed funding round.

Name

AdRoll Group

Legal name

NextRoll, Inc.

Website

https://adrollgroup.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

501–1,000 employees

Short description

AdRoll Group (NextRoll, Inc.) operates a multichannel AI-powered advertising platform (AdRoll) and a B2B account-based marketing platform (AdRoll ABM), serving 110,000+ brands across retail, B2B, D2C, hospitality, finance, nonprofit, and agency verticals globally.

Ownership category

akta.pro rank

Product category

Digital Advertising Technology

NAICS

Advertising Agencies (54181), Advertising Agencies (541810), Media Buying Agencies (541830), Advertising, Public Relations, and Related Services (5418)

SIC

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

akta.pro primary industry

Marketing Technology, AdTech & MarTech Services (BPAFAAAN)

akta.pro secondary industries

B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA), Direct Marketing, CRM & Lifecycle (Email, SMS, Loyalty) (BPAFAAAJ)

Keywords

• Multichannel advertising
• Account-based marketing
• Programmatic advertising
• Connected TV ads
• Cross-channel attribution

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Advertising Platform Fees: Revenue generated from providing multichannel advertising platform services to brands, typically through managed service fees or platform subscriptions

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

AdRoll Group operates two core products: AdRoll, a multichannel digital advertising platform that runs full-funnel campaigns across display, mobile, native, social, video, connected TV, and digital out-of-home channels; and AdRoll ABM (formerly RollWorks), an account-based marketing platform that helps B2B companies generate pipeline and close deals through multi-channel advertising, go-to-market orchestration, and revenue impact reporting. Both products are powered by proprietary AI/ML engines built on 17+ years of advertising data.

Product overview

AdRoll Group offers a dual-product portfolio consisting of AdRoll (core multichannel advertising platform) and AdRoll ABM (account-based marketing platform, formerly RollWorks). AdRoll enables full-funnel, cross-channel advertising campaigns across Display, Mobile, Native, Social, Video, Connected TV, and Digital Out-of-Home, with AI-powered optimization and audience targeting. AdRoll ABM is purpose-built for B2B pipeline generation, providing go-to-market orchestration and revenue impact reporting for account-based strategies. Both products share proprietary AI/ML technology built on 17+ years of data and offer cross-channel attribution and analytics capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• AdRoll: Multichannel advertising platform for running full-funnel, cross-channel ad campaigns across display, social, video, native, mobile, connected TV, and digital out-of-home.
• AdRoll ABM

Products and services

• AdRoll (Multichannel Advertising Platform) Multichannel digital advertising platform enabling full-funnel, cross-channel ad campaigns across Display, Mobile, Native, Social, Video, Connected TV, and Digital Out-of-Home for brands, agencies, and ecommerce advertisers, with AI-powered optimization, retargeting, and cross-channel attribution.
• AdRoll ABM (formerly RollWorks) Account-based marketing platform for B2B companies that generates pipeline, speeds up sales cycles, and closes more deals through multi-channel advertising, go-to-market orchestration, buyer intent insights, and revenue impact reporting.
• AdRoll Managed Services White-glove managed services providing strategic guidance, campaign management, and creative support from digital advertising experts, available to enterprise customers of the AdRoll platform.

Quantifiable outcome

• 154% increase in average donation values for nonprofit customer
• +2 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature4 records

Partnerships

One partnership is on record.

• ExperiancoreTechnology or IntegrationJoint webinar partnership 'CTV That Performs: Unlocking Smarter Targeting with AdRoll + Experian' combining Experian's consumer data targeting capabilities with AdRoll's CTV advertising platform for enhanced audience targeting.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Outbrain: Outbrain runs a native advertising discovery platform for brands and agencies — directly comparable to AdRoll's native advertising capabilities and global publisher reach.
• Taboola: Taboola is a native advertising platform that monetizes content recommendations across publisher networks — comparable to AdRoll's native advertising channel and SMB/brand advertiser focus.
• MediaMath: MediaMath is a programmatic DSP offering omnichannel campaign execution — directly comparable to AdRoll's cross-channel buying and AI optimization stack.
• The Trade Desk: The Trade Desk is a leading independent demand-side platform for programmatic omnichannel advertising across display, CTV, video, and audio — directly overlapping AdRoll's cross-channel buying capabilities and enterprise retail/D2C customer base.
• Criteo: Criteo operates a commerce media and retargeting platform serving retailers and brands globally — closely comparable to AdRoll's retargeting and ecommerce customer-acquisition offering.
• 6sense: 6sense is a leading account-based marketing and intent-data platform for B2B revenue teams — the most direct competitor to AdRoll ABM (formerly RollWorks) for B2B pipeline generation.
• Demandbase: Demandbase provides ABM and advertising solutions targeting B2B accounts — closely overlaps with AdRoll ABM on go-to-market orchestration and account targeting.

Broad incumbents

• LiveRamp: LiveRamp provides identity resolution and data collaboration infrastructure widely used across adtech — adjacent to AdRoll's audience segmentation and cross-channel attribution capabilities.

Emerging players

• Simpli.fi: Simpli.fi is an unstructured DSP specializing in programmatic CTV and DOOH — partially overlapping AdRoll's emerging CTV and digital out-of-home channels.
• StackAdapt: StackAdapt is a programmatic advertising platform offering native, display, video, and CTV buying — overlapping AdRoll's multichannel advertiser self-serve motion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/AdRollDotCom
• Facebookfacebook.com/adroll
• LinkedInlinkedin.com/company/adroll-group
• Instagraminstagram.com/adroll

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about AdRoll Group