AdRoll

Overview

AdRoll brings social media and programmatic advertising into one platform for managing campaigns across channels. It can reach audiences across the open web and Facebook, Instagram, TikTok, LinkedIn, and Pinterest, with campaigns spanning display, native, video, and social formats. The company is a division of NextRoll, Inc., headquartered in San Francisco, California.

AdRoll combines campaign coordination and bidding automation with reporting and integrations for ecommerce, analytics, customer management, and advertising services. It is listed as an API- and web-based product. The feature set is broad, but audience options have limits: the product page says it does not offer competitor targeting or website-level audiences.

For more options in this category, browse Social Media Advertising Software or Account-Based Marketing Software.

Key features

• Cross-channel campaigns: AdRoll supports campaigns across the open web and named social networks, with display, native, video, and social ad formats.
• Campaign automation: Automation Builder coordinates campaigns across channels. Automated rules and creative testing are also listed.
• Bid optimization: BidIQ applies AI to optimize bids in real time.
• Integrations: Listed integrations include Shopify, WooCommerce, Wix, BigCommerce, Klaviyo, AppsFlyer, Facebook, Instagram, TikTok, Pinterest, Google Ads, Salesforce, HubSpot, and Google Analytics.
• Reporting: Reporting includes real-time campaign metrics, campaign reports, exportable reports, and reporting APIs. Reporting depth is listed as advanced.
• Audience privacy: AdRoll says it connects digital identities across browsers and devices without collecting explicit personal details such as names, phone numbers, addresses, or dates of birth.
• Support: The pricing information lists written and video resources, along with live agent support by email and phone. Social Ads is self-service only, without support from onboarding, account management, or optimization teams.

Pricing

AdRoll offers a free plan, while its advertising options include pay-as-you-go pricing. Listed prices are:

• Account-Based Retargeting: free. There is no fee to get started; users pay only for media. The plan includes retargeting campaigns, free creative support, and AI Assistant insights.
• Advanced Package: Price not listed; annual commitment, with pricing available by contacting sales. Includes the full AdRoll platform, free ad credits, and guaranteed services.
• Account-Based Advertising: Price not listed; request a demo for pricing. Supports using your own data for multichannel digital advertising.
• Self-Service Ads: Price not listed; pay-as-you-go advertising with dynamic CPM pricing that varies with demand and no minimum spend. Cross-channel attribution and social ads are available as add-ons.
• Managed Services Ads: Price not listed; pay-as-you-go advertising with managed services for qualifying ad spend. Managed services require qualifying ad spend.
• Account-Based Marketing + Advertising: Price not listed; request a demo for pricing. Covers end-to-end ABM and advertising strategies.
• Account-Based Marketing: Price not listed; request a demo for pricing. Includes buyer insights, customizable journey stages, workflow orchestration, and advertising playbooks.

Platforms

AdRoll is listed for web and API access. It supports cross-network campaigns and lists four supported networks. Social channels named in its product information include Facebook, Instagram, TikTok, LinkedIn, and Pinterest; campaigns can also run across the open web.

Who it's for

AdRoll is suited to marketers who want to coordinate social and programmatic campaigns in one platform, especially those using multiple ad formats or connecting advertising with ecommerce, analytics, or customer-management tools. Its Account-Based Marketing and Account-Based Advertising plans may also suit teams seeking buyer insights, journey orchestration, or advertising based on their own data.

Teams that need competitor targeting or website-level audiences should note that AdRoll does not offer those options. Social Ads is self-service, so organizations seeking dedicated onboarding, account management, or optimization support for that feature may need to consider the support limitation when choosing a plan.

Pros and cons

• Pros: Cross-channel campaign coordination; display, native, video, and social formats; automated rules and creative testing; real-time bid optimization; exportable reporting and reporting APIs; a free starting option for retargeting.
• Cons: Competitor targeting and website-level audiences are unavailable; Social Ads does not receive support from onboarding, account management, or optimization teams; most listed plan prices are not disclosed; managed services require qualifying ad spend.

Alternatives

Other options to consider include Attensify, GetChannel, HiConversion, Manager.Social, Brandwatch Listen, Metadata, AdEspresso, and Adwisely.

Verdict

AdRoll brings campaign orchestration, AI-driven bid optimization, several ad formats, and detailed reporting together, with integrations across commerce, analytics, and customer-management tools. Its free retargeting option offers a way to start without a platform fee, though media costs still apply. The trade-offs are clear: most plan prices require a sales conversation, managed services have a qualifying-spend requirement, and Social Ads is self-service only. Its audience limitations may also rule it out for advertisers who need competitor targeting or website-level audiences.