NextRoll

NextRoll provides AI-driven advertising technology that helps ecommerce and business-to-business marketers reach audiences and grow revenue.

San Francisco, CA, US

Founded

2007

Competitive Advantages

NextRoll competes in a crowded programmatic and account-based advertising market alongside large walled-garden advertising networks, independent demand-side platforms, and specialist account-based marketing vendors. Its position rests on combining first- and third-party audience data with machine-learning optimisation across many inventory channels from a single platform.

The unified AdRoll brand lets the company sell both broad multi-channel acquisition and account-based programmes to the same buyer, and its self-service plus managed-service packaging suits lean marketing teams as well as agencies. Cross-channel attribution and reporting connect campaign spend to pipeline and revenue outcomes rather than to impressions alone.

Source: adroll.com

Market Outlook

Advertising technology demand continues to shift toward platforms that operate across many inventory types while accommodating privacy-driven reductions in third-party signal. Advertisers increasingly expect measurement that ties campaign spend to revenue outcomes, and inventory fragmentation across streaming, retail media, and digital out-of-home keeps pressure on platforms to unify planning and reporting.

Business-to-business account-based marketing remains a distinct buying category with its own specialist vendors, and consolidating several brands under one advertiser-facing identity is a common response to buyer confusion. A portfolio that spans both consumer and business-to-business advertising lines addresses budgets on both sides of that divide.

Product Overview

NextRoll operates a unified advertising technology platform sold under the AdRoll brand, serving ecommerce brands, mid-market retailers, agencies, and business-to-business marketing teams. The platform combines large-scale advertising data with automation to plan, deliver, and measure campaigns across display, native, video, mobile, social, connected television, and digital out-of-home inventory.

The portfolio is organised into two connected products. AdRoll addresses multi-channel customer acquisition and retention for consumer and mid-market advertisers, while AdRoll ABM, the account-based line formerly marketed as RollWorks, identifies and engages high-fit business accounts. Both draw on shared audience, bidding, and measurement infrastructure.