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AdRoll Releases Prospecting
AdRoll Prospecting lets marketers pool their data to better target potential customers.
Posted Jun 17, 2015
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AdRoll, a provider of ad retargeting solutions, has launched AdRoll Prospecting to help marketers acquire new customers.

AdRoll Prospecting allows advertisers to pool their first-party customer data, thus creating a massive set of potential customers called the AdRoll IntentMap. More than 1,000 advertisers have already opted in to the IntentMap, giving them access to more than 1 billion anonymous user profiles.

Once an advertiser has opted-in to participate in the AdRoll IntentMap, Prospecting goes to work by targeting net new users who have similar behavioral patterns to the business' existing customers. This combination of high-intent, first-party data and powerful predictive algorithms has shown strong performance results for initial customers. Advertisers using Prospecting saw on average a 10 percent increase in engagement from those users compared to organic traffic.

"This launch represents a new chapter in AdRoll's mission of helping performance advertisers," said Adam Berke, AdRoll president and chief marketing officer, in a statement. "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."

AdRoll Prospecting is in beta and available to select AdRoll customers.

"Our experience to date with AdRoll Prospecting has been great," said Karl Newlin, PPC marketing specialist at ZenPayroll, in a statement. "We target small businesses, and AdRoll has been able to deliver us high-quality leads right from the start of our campaign. Not only is Prospecting exceeding our cost-per-acquisition (CPA) goal, but the new audiences generated by these campaigns see an eight-times click-through-rate  on retargeting campaigns compared to other sources. The big benefit of Prospecting is the unique data set, which allowed us to easily reach our niche of potential customers in a way we couldn't with other platforms."


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