Overview

AdRoll reaches the open web plus Facebook, Instagram, TikTok, LinkedIn, and Pinterest. Display, native, video, and social campaigns can be run across those channels, making it practical for advertisers running a mixed media program rather than a single-network campaign. The product is a division of NextRoll, Inc., headquartered in San Francisco.

Its identity-matching approach connects digital identities across browsers and devices without collecting explicit personal details such as names, phone numbers, addresses, or dates of birth. That privacy position may ease governance reviews, although the product page says competitor targeting and website-level audiences are unavailable. Those omissions matter for account-based teams that need precise company or site targeting.

For narrower category searches, see Social Media Advertising Software and Account-Based Marketing Software.

Key features

Cross-channel orchestration: Automation Builder coordinates campaigns across networks, while automated rules help standardize recurring actions. This reduces channel-by-channel administration, but it does not remove the need to check each network's results.
AI bidding: BidIQ optimizes bids in real time. That is useful for campaigns with changing auction conditions, provided the available audience controls are sufficient.
Creative testing: Built-in creative testing supports comparing assets instead of committing a campaign to one version.
Reporting: Real-time metrics, campaign reports, exportable reports, and reporting APIs provide both operational monitoring and downstream analysis. Advanced reporting depth is a good match for teams that need data outside the ad interface.
Integrations: Connections include Shopify, WooCommerce, Wix, BigCommerce, Klaviyo, AppsFlyer, Facebook, Instagram, TikTok, Pinterest, Google Ads, Salesforce, HubSpot, and Google Analytics. The spread covers commerce, CRM, analytics, and ad ecosystems.
Privacy and security: NextRoll says it has maintained annual SOC 2 Type 2 certification since its initial August 2020 audit, with reports available under NDA. SSO is not currently supported; web-app MFA works through SMS or an authenticator app.
Social Ads service boundary: Social Ads is self-service only. Onboarding, account-management, and optimization teams do not support that feature, so organizations wanting guided social execution should plan for internal expertise.

Pricing

AdRoll has a free entry plan and several paid packages whose prices require a sales conversation.

Plan	Price and terms	Includes
Account-Based Retargeting	Free; no fee to get started, pay only for media	Retargeting campaigns, free creative support, AI Assistant insights
Advanced Package	Custom pricing; annual commitment	Full AdRoll platform, free ad credits, guaranteed services
Account-Based Advertising	Custom pricing; request a demo	Bring-your-own-data and multichannel digital advertising
Self-Service Ads	Custom pricing; pay-as-you-go, dynamic CPM varies with demand	Cross-channel attribution and social ads available as add-ons; no minimum spend
Managed Services Ads	Custom pricing; pay-as-you-go with qualifying ad spend	Managed services; qualifying spend is required
Account-Based Marketing + Advertising	Custom pricing; request a demo	End-to-end ABM and advertising strategies
Account-Based Marketing	Custom pricing; request a demo	Buyer insights, customizable journey stages, workflow orchestration, advertising playbooks

The free plan is a sensible starting point for retargeting teams that can manage media spend themselves. Self-Service Ads avoids a minimum spend and suits experimentation, but dynamic CPMs make budgets less predictable and key capabilities may be add-ons. Managed Services and the Advanced Package are aimed at organizations willing to meet spend or annual-commitment requirements. The ABM plans fit buyers bringing their own data or seeking strategic orchestration, but require a sales process and custom pricing.

Platforms

AdRoll is available through web and API access. It supports cross-network campaigns across four listed supported networks, with report export and advanced reporting for teams integrating campaign data into broader systems.

Who it's for

Choose AdRoll if you need one operating layer for open-web and social advertising, multiple creative formats, automated rules, AI bid adjustment, and integrations spanning commerce and CRM. It is particularly suitable for teams with enough campaign volume to benefit from orchestration and exported reporting.

Look elsewhere if your strategy depends on competitor or website-level audiences, requires SSO, or expects provider-led optimization for Social Ads. The self-service boundary makes internal social advertising capability important.

Pros and cons

Pros

Broad channel and format coverage: Open-web, five named social networks, and four ad formats support varied media plans.
Automation with measurement: Automation Builder, automated rules, BidIQ, creative testing, and advanced exportable reporting connect execution with analysis.
Low-risk entry: Account-Based Retargeting has no platform fee, and Self-Service Ads has no minimum spend.
Useful ecosystem: Commerce, CRM, analytics, and ad-platform integrations reduce manual data movement.

Cons

Targeting gaps: Competitor targeting and website-level audiences are not offered.
Limited social assistance: Social Ads receives no onboarding, account-management, or optimization support.
Enterprise identity limitation: SSO is unavailable, leaving MFA as the web-app authentication option.
Pricing opacity at scale: Most plans require custom quotes, and managed services require qualifying ad spend.

Alternatives

Turtl is a freemium option with Android, desktop, extension, and self-hosted platforms; choose it when content collaboration and low-cost workspace plans matter more than cross-channel ad buying.

Abmatic AI offers a free-forever plan with website visitor company reveals, one personalization campaign, and basic intent signals, making it a better starting point for lightweight ABM identification.

Hushly has a free plan with PageSherpa access and starter credits, suited to teams wanting a lower-cost entry into ABM tooling.

Zymplify offers £200-per-month plans centered on customer success, CDP, generative AI, or prospecting data, so it suits buyers prioritizing those functions.

Factors.ai starts its Lite plan at 199.00 USD per month for tracked-user and identified-company quotas with three seats, fitting teams that want defined usage limits.

Ploy has a free web plan with daily credits and Google Workspace integrations, aimed at teams needing a simple credit-based workflow.

Mutiny provides freemium personalization with unlimited team members on its Business plan, a fit for collaborative website experimentation.

Propensity offers a 2,000.00 USD-per-month Essential plan with account and contact-level de-anonymization, intent data, unlimited campaigns and users, and Salesforce and HubSpot CRM connections.

Verdict

AdRoll is a strong choice for teams that want coordinated open-web and social campaigns, automated bidding, creative testing, and reporting in one system, with a genuinely usable free retargeting entry point. Look elsewhere when precise competitor or website-level targeting, SSO, or managed Social Ads support is a non-negotiable requirement.

	AdRoll	ONMO
Free plan	Yes	No
Paid from	Free	$100/mo
Platforms	api, Web	Web
Free plan	No	No
Cross-network campaigns	Yes	Yes
Automated rules	Yes	No
Creative testing	Yes
Report export	Yes
Supported networks	4	4
Reporting depth	advanced
Paid from		100 /mo

AdRoll vs ONMO

AdRoll

ONMO