AdRoll unifies brand with AI assistant launch eliminating RollWorks complexity

AdRoll today announced a comprehensive brand transformation that eliminates the previously confusing separation between AdRoll and RollWorks. The marketing technology company now operates under a unified AdRoll brand, positioning itself as an AI-powered connected advertising platform designed for mid-sized businesses navigating complex multi-channel campaigns.

The consolidation addresses years of market confusion created by operating distinct brands. RollWorks, previously a NextRoll business unit focused on account-based marketing, officially becomes AdRoll ABM. This restructuring creates two core product offerings under the AdRoll umbrella: a multi-channel advertising product for cross-industry marketers and a specialized B2B account-based marketing solution.

According to Roli Saxena, chief executive officer at NextRoll, the transformation responds to fundamental shifts in digital marketing. "Marketers today are facing seismic shifts, from the rise of AI to new realities in measurement and data privacy," Saxena stated. "By unifying our brand, we're bringing clarity to a crowded market and delivering a connected advertising platform that turns disruption into opportunity for marketers."

The brand unification coincides with the introduction of AdRoll's AI Assistant, designed to streamline campaign creation and optimization processes. The AI-powered tool surfaces real-time recommendations, enhances ad creative development, and delivers flexible reporting capabilities. This functionality allows marketing teams to focus on strategic decision-making while maintaining performance tracking across channels.

Technical Infrastructure Supports Multi-Channel Operations

The unified platform maintains comprehensive data integration across advertising channels. AdRoll's infrastructure processes identity data, behavioral insights, and performance metrics through a centralized system that enables cross-channel attribution. This technical approach addresses fragmentation issues that have historically challenged multi-channel campaign management.

Vibhor Kapoor, chief business officer at AdRoll, emphasized the platform's technical capabilities. "Advertising has long been held back by disconnected tools and fragmented data," Kapoor explained. "With a unified brand and a connected advertising ecosystem, AdRoll is removing that friction and giving marketers a simpler, smarter way to work."

The platform's architecture supports various industries including e-commerce, technology, financial services, and education. AdRoll maintains access to nearly 20 years of advertising data, which feeds into the platform's AI-driven optimization algorithms. This historical data foundation enables the platform to deliver predictive insights and automated campaign adjustments based on performance patterns.

Market Context Reveals Industry Consolidation Trends

AdRoll's brand unification reflects broader industry movements toward platform consolidation and AI integration. Other advertising technology companies have implemented similar AI-powered automation tools to address operational complexities and campaign optimization challenges across multiple channels.

The timing aligns with significant shifts in digital advertising infrastructure. Recent data shows 72% of marketers plan to increase programmatic advertising investment in 2025, with Connected TV share projected to double from 14% to 28%. These trends underscore the importance of unified platforms capable of managing diverse channel requirements through centralized interfaces.

Platform consolidation efforts extend beyond brand unification to include technical integration. Major platforms including X, Microsoft Advertising, and StackAdapt have integrated AI-powered automation tools to streamline campaign management processes and reduce manual optimization requirements for marketing teams.

AI Assistant Technology Addresses Operational Challenges

The AdRoll AI Assistant operates as an in-platform partner that processes campaign data to generate optimization recommendations. The system analyzes performance metrics across channels to identify areas for improvement and suggest tactical adjustments. This approach enables marketing teams to maintain campaign performance while reducing time spent on routine optimization tasks.

Technical implementation includes automated creative enhancement capabilities that analyze ad performance data to suggest visual and messaging improvements. The AI system processes conversion data, engagement metrics, and audience response patterns to recommend creative optimizations aligned with campaign objectives.

The reporting functionality consolidates performance data from multiple advertising channels into unified dashboards. This integration eliminates the need for marketers to access separate reporting interfaces for different platforms, streamlining performance analysis and campaign optimization processes.

B2B Account-Based Marketing Capabilities Expand

AdRoll ABM extends the unified platform's capabilities specifically for B2B marketing teams. The solution includes account identification, multi-touch campaign management, and buyer intelligence systems designed to align sales and marketing efforts around target accounts.

The account-based marketing functionality processes buyer signals across digital touchpoints to identify potential customers showing purchase intent. This data feeds into campaign targeting systems that deliver personalized messaging to decision-makers within target organizations.

Integration between the multi-channel advertising platform and account-based marketing solution enables B2B marketers to coordinate broad awareness campaigns with targeted account engagement strategies. This unified approach addresses the complexity of B2B purchase cycles that typically involve multiple stakeholders and extended decision timeframes.

Performance Measurement Addresses Attribution Complexity

The unified platform includes cross-channel attribution capabilities designed to track customer interactions across multiple advertising touchpoints. This measurement approach addresses challenges created by fragmented customer journeys that span search, social media, display advertising, and direct engagement channels.

Attribution technology processes engagement data from various sources to identify the sequence of interactions leading to conversions. This analysis enables marketers to understand the relative contribution of different advertising channels and optimize budget allocation accordingly.

Real-time measurement capabilities provide immediate feedback on campaign performance adjustments. The system processes conversion data, cost metrics, and engagement indicators to generate performance insights that inform ongoing optimization decisions.

Industry Impact Reflects Broader Technology Trends

AdRoll's transformation occurs within a digital advertising landscape increasingly dominated by AI automation and platform consolidation. Recent developments show companies achieving significant cost reductions through AI-enhanced automation, with some platforms reporting up to 60% improvement in cost per acquisition metrics.

The focus on unified platform experiences addresses marketer demands for simplified technology stacks. Industry analysis reveals that marketers spend 26% of their time on repetitive campaign optimizations, creating opportunities for AI-powered tools to reduce manual workloads while maintaining performance standards.

Privacy-first targeting capabilities align with ongoing industry shifts away from third-party cookie dependencies. The platform's first-party data integration supports audience targeting strategies that comply with evolving privacy regulations while maintaining campaign effectiveness.

Competitive Landscape Features Similar Consolidation Efforts

The advertising technology sector demonstrates widespread adoption of platform unification strategies. StackAdapt's Ivy AI assistant processed over 1,700 platform messages during its first 30 days, indicating strong marketer demand for AI-powered campaign assistance tools.

Platform integration efforts extend beyond individual companies to include collaborative partnerships. Microsoft Advertising's integration with Mediaocean's Prisma platform enables automated order insertion, demonstrating industry-wide movement toward workflow consolidation and automation.

Connected advertising ecosystems represent a strategic response to campaign management complexity. These platforms address marketer challenges created by multi-channel requirements, diverse audience targeting needs, and attribution measurement across fragmented customer journeys.

Future Implications for Mid-Market Advertisers

AdRoll's unified platform specifically targets mid-sized businesses seeking enterprise-level advertising capabilities without the complexity typically associated with large-scale marketing technology implementations. The platform's design emphasizes accessibility while maintaining sophisticated targeting and measurement capabilities.

The AI Assistant functionality positions the platform to compete with larger advertising technology providers by offering automated optimization typically requiring dedicated technical teams. This approach democratizes advanced campaign management capabilities for organizations without extensive in-house advertising technology expertise.

Cross-channel attribution and unified reporting capabilities address measurement challenges that have historically limited mid-market advertisers' ability to optimize campaigns across multiple channels. The integrated approach enables smaller marketing teams to manage sophisticated multi-channel strategies previously accessible only to larger organizations with dedicated specialists.

Timeline

• August 27, 2025 - AdRoll announces brand unification, merging RollWorks into AdRoll ABM and launching AI Assistant
• July 16, 2025 - Smartclip launches Sidekicks agentic AI platform for media industry automation
• July 9, 2025 - StackAdapt introduces Ivy AI assistant for programmatic advertising with 1,700 early messages
• June 7, 2025 - Magnite partners with Anoki to enable scene-level targeting in CTV
• February 9, 2025 - Industry data shows 72% of marketers plan to increase programmatic advertising investment
• January 22, 2025 - DV360 reports 60% cost reductionwith AI-enhanced automation
• December 7, 2024 - Microsoft Advertising integrates with Mediaocean for automated order insertion
• August 25, 2024 - AdRoll Q3 2024 report reveals 47% increase in display advertising CPM

Summary

Who: AdRoll (formerly NextRoll) unified its brand by consolidating RollWorks into AdRoll ABM, affecting marketers using both platforms and introducing new AI Assistant capabilities.

What: A comprehensive brand transformation that eliminates the separate RollWorks brand, creates two core AdRoll products (multi-channel advertising and ABM), and launches an AI Assistant for campaign optimization and reporting.

When: Announced on August 27, 2025, with the AI Assistant and unified platform now available to customers.

Where: San Francisco-based AdRoll operates globally, serving mid-sized businesses across industries including e-commerce, technology, financial services, and education.

Why: The unification addresses years of market confusion created by operating distinct brands while responding to marketer demands for simplified technology stacks and AI-powered automation in an increasingly complex digital advertising landscape.

PPC Land explains

AI Assistant - AdRoll's newly launched artificial intelligence-powered tool that operates as an in-platform partner for marketers. The AI Assistant streamlines campaign creation by processing performance data across channels to generate real-time optimization recommendations. It enhances ad creative development through automated analysis of engagement metrics and conversion patterns, while delivering flexible reporting that consolidates multi-channel performance data into unified dashboards for simplified campaign management.

Platform Unification - The strategic consolidation of previously separate marketing technology brands and tools into a single, integrated system. AdRoll's platform unification eliminates the market confusion created by operating AdRoll and RollWorks as distinct entities, instead creating a cohesive ecosystem where all functionality operates under the AdRoll brand. This approach addresses industry-wide fragmentation by providing marketers with centralized access to multi-channel advertising capabilities and account-based marketing tools.

Cross-Channel Attribution - The measurement methodology that tracks customer interactions across multiple advertising touchpoints to determine the sequence of engagements leading to conversions. AdRoll's attribution technology processes data from search, social media, display advertising, and direct engagement channels to identify each platform's contribution to campaign success. This comprehensive tracking enables marketers to optimize budget allocation based on actual performance data rather than isolated channel metrics.

Account-Based Marketing (ABM) - A B2B marketing strategy that focuses advertising efforts on specific target accounts rather than broad audience segments. AdRoll ABM, formerly RollWorks, provides specialized functionality for identifying high-value prospects, coordinating multi-touch campaigns across decision-makers within target organizations, and aligning sales and marketing teams around shared account objectives. The platform processes buyer signals to deliver personalized messaging that addresses specific organizational needs and purchase cycles.

Connected Advertising Platform - An integrated marketing technology system that links identity data, behavioral insights, and performance metrics across multiple advertising channels through centralized infrastructure. AdRoll's connected platform eliminates data silos by processing information from various sources to enable comprehensive campaign optimization and measurement. This integration supports coordinated messaging across touchpoints while maintaining consistent audience targeting and performance tracking.

Multi-Channel Advertising - The practice of distributing advertising messages across multiple platforms and media types to reach target audiences through their preferred engagement channels. AdRoll's multi-channel capabilities span search advertising, social media platforms, display networks, and connected TV environments. The unified approach ensures consistent messaging while adapting creative formats and targeting parameters to optimize performance within each channel's unique characteristics and audience behaviors.

Campaign Optimization - The ongoing process of adjusting advertising parameters to improve performance metrics such as conversion rates, cost per acquisition, and return on advertising spend. AdRoll's optimization capabilities include automated bid adjustments, audience refinement, creative testing, and budget reallocation based on real-time performance data. The AI-powered system continuously analyzes campaign results to identify improvement opportunities and implement changes without requiring manual intervention from marketing teams.

Brand Consolidation - The strategic process of combining previously separate brand identities under a unified company name and messaging framework. AdRoll's brand consolidation eliminates the confusion created by operating RollWorks as a distinct entity while preserving the specialized functionality that served account-based marketing customers. This approach simplifies market positioning while maintaining product differentiation through clear naming conventions like AdRoll ABM for B2B-focused capabilities.

Digital Advertising Infrastructure - The underlying technology systems that support advertising campaign delivery, measurement, and optimization across online platforms. AdRoll's infrastructure processes nearly 20 years of advertising data to power predictive algorithms and automated campaign adjustments. The technical foundation includes identity resolution systems, real-time bidding capabilities, creative optimization tools, and comprehensive reporting interfaces that support enterprise-level campaign management requirements.

Performance Measurement - The systematic tracking and analysis of advertising campaign results against predetermined objectives and key performance indicators. AdRoll's measurement capabilities provide real-time feedback on campaign adjustments while processing conversion data, engagement metrics, and cost indicators to generate actionable insights. The integrated approach eliminates the need for marketers to access separate reporting interfaces, instead consolidating performance data from multiple channels into unified dashboards that support strategic decision-making.