AdRoll ABM review

AdRoll ABM is the former RollWorks, now sold under the AdRoll brand from NextRoll. Its main appeal is that it pairs B2B audience targeting with a cross-channel demand-side platform in one application, so account lists, bidding and ad delivery live together. The data foundation covers 2.6 billion digital identities and 92 million contacts, and its AI defines an ideal customer profile, surfaces target accounts you have not listed and flags those most likely to buy. The Command Center tracks buyer signals and suggests next steps such as adding records to the CRM or sending priority lists to sales. Campaigns run across websites, apps, social media and streaming services, with reporting tied to pipeline and revenue. There are four packages. Account-Based Retargeting has no fee to get started and you pay only for media, with free creative support. The fuller ABM and advertising packages are quoted after a demo.

Who it is for

Small and mid-size B2B teams that want account-based retargeting and multi-channel ads without a large platform fee.

Price

Account-Based Retargeting has no fee to start, you pay for media; full ABM packages are quoted.

No fee to get started and pay only for media.
Quoted from the vendor pricing page on November 7, 2026.

Key features

• B2B data built on 2.6 billion digital identities and 92 million contacts
• AI that defines your ideal customer profile and surfaces unknown target accounts
• Command Center that tracks buyer signals and recommends next steps
• Multi-channel ads on websites, apps, social and streaming services
• Pipeline and revenue measurement with CRM integrations

Strengths and weaknesses

• Strength: Retargeting package charges only for media
• Strength: Audience targeting and a demand-side platform in one app
• Strength: Free creative support on Account-Based Retargeting
• Weakness: Full ABM packages require a demo and quote
• Weakness: Intent and orchestration sit on the higher packages
• Weakness: The RollWorks rename means older docs use a different name

Key facts

• Packages: Account-Based Advertising, ABM + Advertising, ABM, Account-Based Retargeting
• AI engines: InIQ buyer insights and BidIQ bid optimization
• Formerly: RollWorks

Where it ranks

AdRoll ABM is No. 6 in our Best Account-Based Marketing Software verdict.