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AdRoll becomes NextRoll and launches new platform services business
The AdRoll Group has a new name — NextRoll — designed to reflect the company’s moves beyond ad retargeting.
“We have, for the longest time, been pigeonholed as a retargeting company, but the reality is that we have really been evolving,” CEO Toby Gabriner told me.
To be clear, the AdRoll retargeting business isn’t going away. But the company subsequently introduced RollWorks, which offers business-to-business marketing tools, and today it’s launching a third unit, NextRoll Platform Services.
Gabriner became CEO of AdRoll in November 2017, and he said the rebrand has been in the works for a while now. When the company launched the RollWorks product last year, both business units continued to operate under The AdRoll Group umbrella, but Gabriner said that was always “a temporary placeholder.”
He added, “We’re now a year and a half into the RollWorks brand launch and it’s firmly planted on its own two feet. It makes a ton of sense for us to move onto the NextRoll brand. This was always planned.”
As for how NextRoll Platform Services fits into that strategy, the company describes it as a “marketing-technology-as-a-service offering.” Gabriner explained that it provides access to AdRoll’s underlying technologies through APIs, allowing businesses to bring these capabilities into other ad products, or to resell them as part of their own platforms.
The initial offerings are Channels-as-a-Service, which allows businesses to extend their marketing to new channels, and Audiences-as-a-Service, which turns audience data into targetable segments.
“This is something we’ve been pulled by a lot of customers to do,” Gabriner said. “What we’ve been doing over the last couple of years is externalizing those services so people outside of the company, developers, would have an easier time using them. [Now we’ve] gone that last mile of making them commercially friendly.”
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AdRoll expands its B2B data and tech by acquiring Growlabs
AdRoll Group announced today that it has acquired Growlabs, a two-year-old startup with business-to-business sales tools and data.
While AdRoll is best known for its retargeting technology for consumer advertising, it’s been building out a suite of B2B marketing technology under its RollWorks business unit, which launched earlier this year.
The company says that by marrying its artificial intelligence technology with Growlabs’ database of 12 million companies and 320 million business identities, as well as the startup’s lead generation and sales automation tools, it can help customers run multi-channel campaigns with messages that are automatically sequenced to the sales stage.
Asked why Growlabs was an appealing acquisition target, CEO Toby Gabriner (who joined AdRoll last year) told me via email that both quantity and quality of data is crucial for building an account-based marketing program.
“Growlabs has not only built one of the largest B2B data-sets, but more importantly they have developed a number of industry leading techniques to ensure that the data is accurate,” Gabriner said. “With the combination of the Growlabs and AdRoll Group identity graphs, our RollWorks division will provide our customers access to one of the largest independent B2B identity graphs in the world.”
The financial terms of the acquisition were not disclosed, but Gabriner said the entire 18-person Growlabs team will be joining AdRoll.
“Our mission has always been to help marketers grow fast — a mission we share with AdRoll Group,” said Growlabs CEO Ben Raffi in the acquisition announcement. “Together, we’ll accelerate marketers’ ability to drive revenue.”
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