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.

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Adroll Logo Blkbkgd 1920Ad retargeting platform, AdRoll, is branching out new customer acquisition marketing with act-alike audience targeting based on a pool of advertisers’ first-party data.

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.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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