AdRoll - Retargeting and Marketing Automation Platform
Founded: 2007
Founder: Aaron Bell
Headquarters: 2300 Harrison St Fl 2, San Francisco, California, 94110, USA
Number of employees: 501-1,000
Website: www.adroll.com
Overview
AdRoll is a global marketing technology company that specializes in retargeting, advertising, and marketing automation. It was founded in 2007 by Aaron Bell, who was joined by co-founders Adam Berke. Their mission was to help businesses of all sizes unlock the power of online advertising by using data-driven strategies and a customer-first approach.
AdRoll began as a retargeting platform, allowing marketers to follow potential customers around the web and show them personalized advertisements based on their browsing history. The initial focus on retargeting proved successful, and the company quickly attracted the attention of investors.
The company raised its first funding round in 2008, totaling $2 million from investors like Merus Capital, Accel Partners, and Foundation Capital. In 2011, AdRoll raised an additional $15 million in a Series B round led by Foundation Capital, with participation from Merus Capital and Accel Partners. The success of its retargeting platform prompted further expansion, leading to the development of new products and services.
In 2014, AdRoll introduced “AdRoll Prospecting,” a tool designed to help advertisers identify and target new customers. This offering relied on the company’s proprietary “IntentMap,” a vast data set containing over 1.2 billion user profiles that analyzed users’ browsing patterns to identify potential customers for advertisers. In addition to expanding its product offerings, AdRoll also began to focus on international growth, opening offices in Dublin, Sydney, Tokyo, and New York.
AdRoll’s growth was further fueled by a $70 million Series C funding round in 2014. This round was led by Foundation Capital, with participation from new investors like Institutional Venture Partners, Northgate Capital, and Performance Equity Management. The funds were used to fuel the company’s international expansion and develop new products.
In 2017, AdRoll underwent a significant rebranding and expansion, unveiling a suite of new products and services under the name “AdRoll Growth Platform.” This platform included tools for email marketing, ad targeting, and marketing automation. The rebranding was accompanied by the acquisition of Growlabs, a B2B lead generation and sales automation company. This move was aimed at strengthening AdRoll’s capabilities in B2B marketing and sales.
AdRoll’s focus on customer-first strategies and data-driven marketing continued to attract attention from investors. In 2019, the company raised $29 million in debt financing from Silicon Valley Bank and Western Technology Investment. This funding round was intended to support the company’s ongoing growth and expansion into new markets.
Throughout its history, AdRoll has forged strategic partnerships and integrations with numerous companies and platforms. In 2013, AdRoll announced a partnership with Facebook to become one of the first companies to gain access to Facebook Exchange (FBX), allowing advertisers to retarget users within the social media platform. The company has also formed partnerships with ecommerce platforms like Shopify, Magento, and BigCommerce, enabling seamless integration of AdRoll’s marketing tools with popular online storefronts.
In 2020, AdRoll was acquired by NextRoll Inc., a marketing technology company with a focus on data-driven marketing solutions. This acquisition marked a significant milestone in AdRoll’s history, as it became part of a larger organization with a diverse portfolio of marketing technology offerings. As a result, AdRoll gained access to additional resources, expertise, and opportunities for collaboration with other companies under the NextRoll umbrella.
Following the acquisition, AdRoll continued to operate as a distinct brand within the NextRoll family. The company maintained its focus on providing data-driven marketing solutions for businesses of all sizes, with a particular emphasis on retargeting, prospecting, and marketing automation. Under the guidance of NextRoll, AdRoll further expanded its product offerings, introducing new features and improvements to better serve its customers and help them achieve their marketing goals.
One notable addition to AdRoll’s suite of products was the “AdRoll X” platform, launched in 2021. This platform aimed to provide a more streamlined and integrated experience for advertisers by combining AdRoll’s retargeting, prospecting, and marketing automation tools into a single, unified interface. AdRoll X also included advanced AI-driven capabilities, such as predictive analytics and audience segmentation, to help advertisers optimize their campaigns and improve their return on investment.
In addition to its core product offerings, AdRoll has been actively involved in thought leadership and industry research. The company regularly publishes reports and whitepapers on digital marketing trends, best practices, and strategies. AdRoll has also hosted webinars, workshops, and events to share its expertise with the marketing community and foster a deeper understanding of the rapidly evolving digital advertising landscape.
Throughout its history, AdRoll has been recognized for its innovation and excellence in the digital marketing industry. The company has received numerous awards and accolades, including being named one of the “Fastest Growing Companies in North America” by Deloitte’s Technology Fast 500 in 2013, 2014, and 2015. In 2016, AdRoll was also included in Forbes’ list of “Most Promising Companies.”
AdRoll’s success can be attributed to its unwavering commitment to customer success and its focus on leveraging data-driven strategies to help businesses unlock the power of online advertising. By constantly expanding its product offerings and adapting to the changing needs of the market, AdRoll has established itself as a leading marketing technology company that continues to make a significant impact on the industry.
AdRoll served over 37,000 customers worldwide, ranging from small and medium-sized businesses to large enterprises. The company’s client portfolio includes well-known brands such as Levi’s, DocuSign, Ben & Jerry’s, and Panasonic, among others. AdRoll’s continued growth and success demonstrate its ability to deliver effective marketing solutions that drive results for businesses across various industries and markets.
Disclaimer: Please note that the names and positions of employees mentioned may be subject to change, as individuals may move to different roles or organizations. While we make every effort to keep our information accurate and up-to-date, we cannot guarantee that all employee details are current or complete. We encourage you to verify the identity and positions of any individual mentioned and check their Linkedin Profile before taking any action based on their role.
Employees
Roli Saxena – President
Vibhor Kapoor – Chief Marketing Officer
Eileen Gregory – VP People
James Kelly – Vice President Of Software Engineering
Nisha Shukla MacMillan – Vice President Revenue Operations
Catherine Bergstrom – Senior Director, Head of Product