AdRoll has expanded its offering beyond its focus on retargeting, with the launch of a new consumer prospecting tool which enables advertisers to pool first party customer data, and effectively target their competitors' customers.
The tool, AdRoll Propsecting works by allowing advertisers to opt-in to pool first-party customer data, creating a set of potential customers called the IntentMap. So far, AdRoll says more than 1000 advertisers have already opted in to share first party data, with the IntentMap including a set of more than a billion anonymous user profiles.
AdRoll president and CMO Adam Berke said that the launch of Prospecting transforms the company into a full funnel performance advertising platform.
“This launch represents a new chapter in AdRoll's mission of helping performance advertisers,” Berke said.
“AdRoll Prospecting and the IntentMap represent a new way for marketers to leverage their valuable customer data, using it as a currency to gain access to high value audiences.
“When diversified first-party data is pooled at scale, our entire network benefits with better performance and incremental new customers.”
Once an advertiser has opted in, the Prospecting tool targets new users with similar behaviour patterns to a business' existing customer base, based on the assumption that a person in the market for one product is often a candidate for complementary products.
The company claims that on average, its Prospecting tool has shown an increase of 10% engagement on average, compared to organic traffic.
AdRoll, which was founded in 2007, shifted to retargeting 2009 and has spent most of its history as a company focused on the retargeting space.
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