Artificial intelligence (AI) assistant launch streamlines operations, simplifying RollWorks complexity for AdRoll brand

In a significant move, AdRoll has consolidated its brands under a unified AdRoll brand, positioning itself as an AI-powered connected advertising platform. This integrated approach aims to make sophisticated multi-channel strategies accessible to smaller marketing teams, previously only available to larger organizations with dedicated specialists.

The heart of AdRoll's platform is its AI Assistant, introduced to streamline campaign creation and optimization processes. This AI-powered tool provides real-time recommendations, enhances ad creative development, and delivers flexible reporting capabilities. The platform's AI-driven optimization algorithms are fed by nearly 20 years of advertising data, ensuring a robust and effective solution.

AdRoll ABM, previously known as RollWorks, a NextRoll business unit focused on account-based marketing, has been rebranded as part of this consolidation. This extension of the unified platform's capabilities specifically caters to B2B marketing teams, offering account identification, multi-touch campaign management, and buyer intelligence systems.

The unified platform maintains comprehensive data integration across advertising channels, addressing fragmentation issues in multi-channel campaign management. This consolidation creates two core product offerings: a multi-channel advertising product and a specialized B2B account-based marketing solution.

Industry data shows a growing interest in programmatic advertising, with 72% of marketers planning to increase their investment. AdRoll's cost-effective solutions, as demonstrated by DV360's reported 60% cost reduction with AI-enhanced automation, are poised to capitalize on this trend.

AdRoll's platform is versatile, supporting various industries including e-commerce, technology, financial services, and education. The platform also includes cross-channel attribution capabilities designed to track customer interactions across multiple advertising touchpoints, addressing measurement challenges for mid-market advertisers.

Notable partnerships and developments in the industry further bolster AdRoll's position. For instance, Microsoft Advertising's integration with Mediaocean's Prisma platform enables automated order insertion. Meanwhile, Magnite partnered with Anoki to enable scene-level targeting in CTV, and Smartclip launched Sidekicks, an agentic AI platform for media industry automation.

As AdRoll continues to evolve and innovate, it positions itself as a formidable player in the advertising technology landscape, capable of competing with larger providers due to its AI Assistant functionality.

Artificial intelligence (AI) assistant launch streamlines operations, simplifying RollWorks complexity for AdRoll brand