AdRoll has also added Toby Gabriner to its advisory board. The former Adap.tv and [x+1] CEO will consult on product strategy. According to CEO Aaron Bell, AdRoll has an opportunity around marketing tech.
“Companies like AdRoll that started out in retargeting have deep relationships with their customers,” Bell said. “We can drive performance and from that we’re able to onboard a lot of data, including cookies, mobile identifiers and deterministic identifiers like email addresses, which are valuable for advertising and for marketing technology.”
AdRoll has a bunch of product announcements coming down the pike that build off of existing offerings, like its data co-op and email retargeting solution.
“I never bought into that ad-tech-is-over story,” Bell said. “At least half of the value of enterprise internet companies comes from advertising – it’s the backbone of the internet and it’s the only business model we’ve found that works. It’s not going anywhere. Most ad dollars today are still spent in an old-fashioned way on TV upfronts, and you know more and more of those dollars are going to move over to digital.”
The last round of funding AdRoll took was a hefty $70 million Series C in 2014. The company has raised a little more than $89 million total since 2006.