AdRoll Launches First-Party Data Pool For New Customer Targeting
Retargeting firm expands into upper-funnel audience targeting based on intent data across the web and Facebook.
The new product called Prospecting launches in beta Wednesday with more than 1,000 advertisers already participating in early test phases, says the company. Advertisers opt-in to share their anonymous first-party customer data going back as far as seven years.
Prospecting then analyzes shopping behavior patterns, shopping cart information, number of ads viewed and other signals within an advertiser’s data set and matches those signals up against other audiences in the data pool — AdRoll calls it the IntentMap. Ads can then be dynamically targeted to new users in the pool who demonstrate similar intent behavior on any devices across Facebook and the web. for ad targeting.
“This launch represents a new chapter in AdRoll’s mission of helping performance advertisers,” said Adam Berke, AdRoll president and CMO. “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 says retargeting campaigns also resonate better with these new “upper-funnel” Prospecting audiences, stating that ZenPayroll reached better qualified leads than from other display channels and saw an 8x lift in retargeting engagement and 20 percent conversion lift from AdRoll Prospecting audiences.
Participating companies range from small business to enterprise-level advertisers across multiple verticals. Interested advertisers can now apply to participate in the beta.
Last year, another retargeting platform, Perfect Audience launched a product that allows advertisers to share retargeting audience data on a one-to-one company basis.