NextRoll

NextRoll operates a hybrid adtech and martech model. It provides software interfaces and optimisation tooling that let marketers plan, launch and measure campaigns, while also facilitating programmatic media buying across multiple channels. Value is created through easier campaign execution, audience targeting, retargeting, account identification and attribution. Revenue is generated both from software-enabled access to the platform and from margins or fees attached to media spend transacted through it.

NextRoll is a private advertising and marketing technology company headquartered in the United States. It operates AdRoll, a self-serve programmatic advertising platform for mid-sized businesses and e-commerce brands, and AdRoll ABM, an account-based marketing product for B2B demand generation teams. Its products support multi-channel campaign execution across display, social, video, mobile and connected TV, combining media buying, targeting, retargeting, attribution and workflow automation.

The company makes money primarily from advertiser spend flowing through its platform, typically via CPM-based media buying with a margin on spend, alongside software-style platform usage. Its customers are mainly business marketing teams and agencies rather than consumers. NextRoll sits between pure adtech and martech, with its core value proposition centred on making performance advertising and ABM more accessible to mid-market customers.