Research Notes
AdRoll ABM combines a B2B audience segmentation and targeting product with a cross-channel demand-side platform in a single application, so account selection and paid-media execution do not require separate vendors. NextRoll names its two engines as the differentiator: InIQ for buyer insight and BidIQ for bid optimisation, which together automate audience building and ad placement.
Commercial structure is the second differentiator the company promotes. Packages are described as including audiences, integrations and measurement rather than charging for them separately, with self-service and managed-service paths and creative support bundled into the higher tiers. The company positions the combination as suited to lean marketing teams that want ABM orchestration and advertising run from one system.
The account-based marketing product now sold as AdRoll ABM began as the AdRoll ABM Advertising Platform, which the company launched in the autumn of 2017. In February 2018 the business, then operating as AdRoll Group, announced it would carry that offering forward into RollWorks, a dedicated B2B growth-platform business unit, and reported that hundreds of customers had already migrated from the earlier ABM product.
RollWorks then served as the company's account-based marketing product for roughly seven years. In August 2025 NextRoll unified its advertising products under the AdRoll brand and renamed RollWorks to AdRoll ABM, keeping the B2B account-based product distinct from its separate multi-channel advertising product while introducing a refreshed interface and an in-platform AI Assistant.
NextRoll's Q3 2026 State of Digital Advertising Report, covering July 1 to September 8, reports account-based marketing CPMs up 4.4% year over year while display prospecting CPMs fell 45.0% and display retargeting CPMs fell 29.1% over the same window. The report attributes the divergence to account-based inventory being priced against a narrow, named-account audience rather than the open market, which it describes as a weaker read on broad advertising pricing.
The report also describes a mixed demand backdrop for the B2B buyers that account-based programmes target: US inflation held at 3.4% in August 2026, a consumer sentiment index it cites fell in September, and household card spending still rose year over year. Its stated implication for account-based marketers is to coordinate advertising with sales outreach and adjust messaging as account-level intent signals change.
AdRoll ABM is sold through four published packages rather than one list price: Account-Based Advertising for teams bringing their own data, Account-Based Marketing plus Advertising for end-to-end programmes, a fuller Account-Based Marketing tier adding journey stages and workflow orchestration, and Account-Based Retargeting, which the pricing page describes as having no fee to get started with media paid as used. Higher tiers are quoted through a sales conversation rather than posted rates.
The pricing page states that the packages bundle audiences, integrations and measurement rather than charging for them separately, and that strategic and creative support is included. On the advertising side the company says it sets no minimum spend and prices media dynamically against cost per thousand impressions, so the cost of a given campaign varies with auction demand instead of following a fixed rate card.
AdRoll ABM is the account-based marketing product that NextRoll sells to B2B revenue and marketing teams, renamed from RollWorks in August 2025 when NextRoll unified its advertising products under the AdRoll brand. The product packages three capabilities in one application: account identification from fit, intent and journey signals; multi-channel advertising activated against those accounts; and reporting that connects account engagement to pipeline and revenue.
The official product page presents buyer-insight tooling built on a large proprietary identity and contact graph, a cross-channel demand-side platform, and an AI bidding engine that places campaigns. Packages cover account-based advertising, account-based retargeting, and a fuller account-based marketing tier that adds journey stages, workflow orchestration and advertising playbooks.
