Programmatic advertising promises to deliver the right message at the right time to the right person. At the heart of this automated superpower system is the demand-side platform (DSP). Choosing the right one makes or breaks future campaigns.
For the brands and agencies who want the biggest advertising advantage, AdRoll is your ideal programmatic DSP.
AdRoll helps advertisers run full-funnel, multi-channel campaigns that drive ROI and futureproof their advertising strategy. It combines a sophisticated AI-powered engine with a connected platform. Let’s go over its advantages.
AdRoll is not just another bidding tool. Under its hood are 16 years of bidding data and an engine that enables advanced targeting in a crowded DSP market.
The core of AdRoll’s performance lies in our proprietary bidding technology, BidIQ. Our custom-built bidding engine was purposely designed to maximize ROI on ad campaigns.
Real-Time optimization: BidIQ processes trillions of data points daily, making lightning-fast, real-time predictions. This means your budget is allocated across bids efficiently. With AdRoll, you win quality inventory at the lowest possible price.
Goal alignment: Unlike simpler bidding models, BidIQ is designed to optimize for your specific campaign goals—whether that's impressions, clicks or conversions —leading to a higher likelihood of tangible results. Our dynamic CPM pricing ensures transparency and flexibility.
AdRoll's intelligence extends further with InIQ. InIQ is our AI buyer insight engine,using behavioral data from over 2.6 billion distinct user identities, enriched by 17+ ecommerce, email, and marketing platforms, and integrated data partners and ID providers.
Identifying buyers: InIQ’s primary role is to de-anonymize website visitors and surface buyer intent signals. This is especially critical for B2B marketers using AdRoll ABM, where tying data to a larger customer journey is essential. The platform can score accounts and contacts, identifying those most likely to become an open opportunity.
Advanced audience creation: InIQ allows you to create ad targeting lists based on specific metrics like intent levels, intent topics, and predictive scores. This is a significant advantage over simple demographic targeting—you can serve ads users who are actively researching relevant products..
AdRoll breaks down siloes by providing one unified dashboard for the entire customer journey, from initial awareness to final conversion.
AdRoll is multi-channel, enabling you to run coordinated campaigns across all critical channels, including:
Display and native ads
Video ads
Connected TV (CTV)
Social media (Facebook, Instagram, TikTok, Pinterest)
Mobile in-app
AdRoll's has a wealth of audience data, through both partner integrations and its 16 years of operation.
We simplify the process of activating first-party customer data. By using a tracking pixel and integrating with your CRM, ecommerce platform (like Shopify), or other marketing tool, AdRoll allows you to create granular audience segments.
We’re also industry leaders in retargeting. Our customizable retargeting gives you full control over segmentation, bidding, and frequency capping to bring high-intent users back to your site.
Another core feature is that we offer other targeting methods for third-party and lookalike audiences. AdRoll uses its AI to identify new prospects who share traits with your best customers. We also partner with leading data providers like Experian to offer thousands of third-party audience segments.
AdRoll is strategically positioned to help advertisers navigate changes in data privacy without sacrificing performance.
Though Chrome may keep cookies, many users opt of tracking across the web. AdRoll adopts privacy-centric solutions, pioneering cookieless audiences for interest group targeting on platforms like Chrome, ensuring performance remains high even as third-party cookies phase out.
AdRoll also safeguards your brand with fraud-blocking tools, ensuring your impressions are seen by real people, not bots. This protects your budget and maintains accurate data.
AdRoll delivers cross-channel attribution reporting that shows exactly how each touchpoint contributes to a conversion.
You can see attributed and assisted conversions across all channels—display, video, social, and CTV—in a single view. This holistic insight helps you understand the full customer journey to maximize revenue.
You can also use our reports to visualize how different channels work together, revealing the most effective sequencing and touchpoint combinations that lead to a sale.
AdRoll makes advertising accessible to all businesses, with self-serve, pay-as-you-go options or managed services with expert support.
Our self-serve capabilities allow flexibility for marketers and agencies who want to plan and buy media themselves. You can simply place the AdRoll pixel, gather consent, and configure your first campaign in a matter of minutes.
If you’re looking to level up your ad campaigns, AdRoll offers award-winning support through our managed services. Our strategic and creative guidance ensures your campaigns are set up for success and optimized continually to perform well.
If you’ve been searching for a programmatic DSP, you’re comparing solutions across a variety of platforms with different use cases. AdRoll offers the ideal combination of deep data expertise, AI-powered automation, and a connected ecosystem that simplifies digital advertising.
Ready to harness the power of a programmatic DSP built for smarter growth? Start your journey with AdRoll today and turn clicks into conversions.
AdRoll's core product is an AI-powered advertising platform that functions as a DSP. It enables businesses to automate the purchase of ad inventory across multiple ad exchanges, and manage full-funnel, multi-channel advertising campaigns from a unified dashboard. Its primary function is to help marketers efficiently identify and engage the right customers at the right place and right time.
BidIQ is AdRoll's custom-built machine learning engine responsible for real-time bidding and campaign optimization. It analyzes trillions of data points daily—evaluating user behavior, ad inventory value, and campaign goals—to automatically determine the best bid for each ad impression. This gives AdRoll advertisers the highest-quality ad placements at the lowest possible cost.
AdRoll supports a comprehensive range of digital advertising channels, allowing for cohesive, cross-channel campaign orchestration. These channels include:
Display (image): This includes traditional banner ads that appear on websites and apps across our extensive network of ad exchanges and publishers.
HTML5: Rich media ads that incorporate animations and interactive elements for more engagement.
Static image: Standard image-based ads.
Native: Ads designed to blend in with the surrounding content of a website or app, making them less disruptive and often more engaging.
Video: Ads delivered within video content (in-stream: pre-roll, mid-roll, post-roll) or within non-video editorial content (out-stream).
CTV: Ads delivered on premium streaming channels and devices (like HBO Max, Paramount, ESPN, Kayo) to reach audiences on larger screens
Mobile: Ads delivered on native mobile apps.
Dynamic display and native: Personalized ads that feature products or content a user has previously viewed on your site, pulling information directly from your product feed.
Yes. AdRoll offers a dedicated solution called AdRoll ABM. This platform is designed specifically for B2B marketers to target high-value accounts, with deep insights directly into the buyer’s journey.
Last updated on October 30th, 2025.