AdRoll
Adtech platform for retargeting, DSP and B2B ABM.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- NextRoll, Inc.
- Entity type
- BUSINESS_UNIT
- Founded
- 2007
- Headquarters
- United States
- Company size
- 201–500
- Market role
- AdTech Vendor
- Official website
- adroll.com
What AdRoll does
NextRoll runs a hybrid adtech and martech model. It provides proprietary software that lets businesses buy, manage, and measure digital advertising across multiple channels, while also offering ABM software for B2B pipeline generation and a managed service layer for customers that want execution support. Value is created by aggregating campaign workflows into one platform, improving targeting and bidding efficiency with machine learning and proprietary data, and extending wallet share through cross-sell between ecommerce advertising, ABM, and service-based support.
Category differentiation
NextRoll, Inc. is the legal company behind the AdRoll brand; it is not a standalone consumer app or publisher. It is also not a foundational LLM provider, despite using AI-driven optimisation inside its advertising products.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
NextRoll, Inc. is a private advertising and marketing technology company operating commercially as AdRoll. Its core products are a self-serve and managed demand-side advertising platform for ecommerce and performance marketers, and AdRoll ABM for B2B account-based marketing teams. The platform supports programmatic buying, retargeting, audience segmentation, attribution, account targeting, and campaign orchestration across web, mobile, social, video, and connected TV. The company generates revenue from advertiser media spend, software access tied to campaign usage and ABM workflows, and managed services delivered by in-house specialists. Its paying customers are businesses rather than consumers: ecommerce brands, agencies, performance marketing teams, B2B marketing teams, sales teams, and revenue operations teams seeking either self-serve activation or outsourced campaign management.
Business model & monetisation
NextRoll monetises through three linked mechanisms. First, AdRoll captures revenue from programmatic advertising spend on a usage-based basis tied to campaign delivery and auction-priced media. Second, AdRoll ABM monetises software access and bundled platform capabilities for B2B account-based marketing and revenue operations use cases. Third, the company sells managed services tied to qualifying spend or contracted support, adding service fees for strategic planning, execution, and optimisation.
- Programmatic media spend through AdRoll DSP
- Pay-per-Use
- ABM platform contracts
- Software Subscription
- Managed campaign services
- Service Fee
- Add-on analytics, attribution and channel extensions
- Software Subscription
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
AdRoll Pilots ChatGPT Ads for Multichannel Reach
Chat & Conversational UI / Conversational Ads · Recorded impact score: 3/5
AdRoll announced a pilot allowing a select group of AdRoll and AdRoll ABM customers to test advertising placements inside ChatGPT. The pilot aims to help SMB, mid-market and B2B advertisers evaluate how conversational-AI placements complement existing media strategies across the customer journey. Ads are designed to appear below ChatGPT responses when contextually appropriate and — according to OpenAI — do not influence model outputs; OpenAI also keeps conversations private and does not sell user data to advertisers. AdRoll will provide campaign support for participants and said the pilot builds on its multichannel investments, including connected TV, digital out-of-home, and Model Context Protocol (MCP) integrations that connect AdRoll with AI assistants and agentic workflows.
- AdRoll announced a pilot that enables a select group of AdRoll and AdRoll ABM customers to test advertising placements in ChatGPT.
- Ads in ChatGPT appear below the end of a response when contextually appropriate and do not influence ChatGPT's responses.
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Questions about AdRoll
What is AdRoll?
AdRoll is the commercial brand of NextRoll, Inc., providing a DSP, retargeting tools, ABM software, and managed advertising services for business customers.
Who uses AdRoll?
Ecommerce brands, agencies, performance marketers, B2B marketing teams, sales teams, and revenue operations teams use the platform.
How does AdRoll make money?
It earns revenue from programmatic media spend, software subscriptions or platform access for ABM workflows, and managed service fees.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
19 publicly documented primary sources and citations linked across the market graph.
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