Companies Using AdRoll

I'm David Thomson, CTO at TechnologyChecker.io. Before this I spent five years on Google's Search team building crawl and indexing systems, which informs how I read detection data. Our infrastructure scans over 29.9 million live domains every month, and as of our May 2026 crawl we've detected the AdRoll pixel on 46,249 active domains, with another 193,152 sites that previously ran it and have since removed the tag. Out of those active deployments, 15,867 (54.35%) matched to LinkedIn company profiles, which is the sample size behind every analysis below. AdRoll itself states it has generated over $165 billion in customer revenue with an average 5x return on ad spend. For broader context on the marketing technology stack AdRoll sits inside, see our martech statistics report.

1. Growth trajectory

AdRoll's adoption curve tells a classic ad-tech story. The first detection lands in February 2008, less than a year after Aaron Bell founded the company. Adoption stays niche until 2013, climbs steadily through the mid-2010s, then accelerates from 2018 to 2021 as DTC ecommerce explodes and pandemic-era ad budgets shift online. Peak detection lands at roughly 26,400 active domains in mid-2025, but the trend reversed in the second half of that year. By July 2025 active deployments had dropped to 23,340, a 12% decline in two months.

"AdRoll built a great business retargeting Shopify merchants between 2015 and 2021. The platform is still growing in absolute terms inside its niche, but the macro story is that first-party social pixels are absorbing the retargeting workload AdRoll used to own." - David Thomson, CTO at TechnologyChecker.io

Sales Signal: The addressable market for third-party display retargeting is contracting at the edges. Sales teams targeting AdRoll users should treat the platform as a stable but shrinking base, not a high-growth signal. Time outreach around contract renewal windows, since incumbent retargeting tools are exactly the kind of line item finance teams cut first when ad budgets tighten.

2. Customer profile

The size and age data describe AdRoll's true buyer with unusual clarity. 57% of customers have 1-10 employees, another 22% have 11-50, and 40.46% were founded in the 2010s. This is overwhelmingly a tool for digital-native small businesses, agencies, and growth-stage SaaS companies, not enterprises. The Fortune 500 names in our crawl (Wipro, HSBC, Shell, Sony, Verizon, T-Mobile, Honeywell, NBA) are almost always detected on campaign subdomains, microsites, or product launch landing pages rather than primary corporate properties. NextRoll's own published case studies confirm the pattern. Snowflake scaled 1:1 ABM to 2,000+ accounts and PitchBook cut CPC by 37.9% on AdRoll ABM, both using the product as a tactical ABM layer rather than their primary ad infrastructure. DTC features like Dermalogica and Leather Company UK represent the SMB heartland.

Sales Signal: These buyers want self-serve campaign creation, cross-channel reach in one dashboard, and pricing they can predict. They're cost-conscious and time-poor. A pitch built around "replaces three tools" or "easier than running Meta Ads Manager in-house" lands harder than feature parity claims.

3. Industry and geographic concentration

AdRoll's industry mix is unusually flat. Real Estate leads at 8.55%, Retail at 8.02%, and Software Development at 4.88%. No vertical exceeds 9%, which tells me AdRoll has resisted becoming a vertical specialist. Real estate adoption is interesting and underappreciated; property listings benefit heavily from retargeting because buyer cycles are long and visitors browse multiple properties before converting. Geographically, the United States accounts for 64% of enriched customers and the four core English-speaking markets (US, UK, Australia, Canada) make up roughly 82%. India and Saudi Arabia are the most interesting non-English footprints, both punching above their weight relative to AdRoll's marketing focus.

Sales Signal: The combined English-speaking concentration is a moat for any competitor wanting to expand into APAC, LATAM, or continental Europe. Sales teams targeting AdRoll customers should filter on real estate, retail apparel, and wellness verticals for the highest density of active users on TechnologyChecker.io's category page.

4. Migration patterns

This is the most consequential section. AdRoll's gain/loss ratios against each competitor reveal a clear directional story. Against Facebook Conversion Tracking, AdRoll lost 12,790 domains and gained only 3,694, a 3.5:1 loss ratio. Against LinkedIn Ads, AdRoll lost 4,167 and gained 1,274, a 3.3:1 loss ratio. The pattern repeats for Google AdSense, Twitter Ads, and Criteo (the latter at a much smaller volume). Compare this to AdRoll's wins from The Trade Desk (gained 2,408, lost 2,445) where the ratio is essentially flat. The interpretation is straightforward: customers who leave AdRoll go to first-party social and search ad platforms, not to other third-party retargeting vendors.

"The single biggest threat to third-party retargeting isn't a competitor product, it's the steady erosion of third-party cookies combined with social ad platforms bundling retargeting into their core offering. AdRoll's 3.5:1 loss ratio to Meta's pixel is the clearest signal in our entire dataset." - David Thomson, CTO at TechnologyChecker.io

Sales Signal: Two opportunities here. First, sales teams selling AdRoll alternatives or migration tooling should target the 193,152 sites that previously used AdRoll and have since churned, since those buyers have proven willingness to switch. Second, AdRoll-adjacent vendors (Criteo, The Trade Desk, Adyoulike) should focus retention offers on customers showing high subdomain detection counts, which signals active campaign use rather than passive deployment.

5. Technology ecosystem

The co-occurrence data shows what AdRoll buyers already run alongside it. 91.93% pair AdRoll with Google Analytics and 84.19% use Google Tag Manager, which is expected because AdRoll itself usually deploys via GTM. The marketing automation overlaps are more telling: HubSpot appears in 32.74% of stacks (combined across HubSpot's product family) and Klaviyo in 13.93%. These two integrations explain AdRoll's dual go-to-market: HubSpot for B2B ABM workflows (the AdRoll ABM product line, formerly RollWorks, rebranded in August 2025), and Klaviyo for ecommerce email retargeting. Hotjar (21.45%) and Microsoft Clarity (16.31%) confirm the analytics-heavy buyer profile. On the CMS side, Atlassian Cloud's 6.21% overlap is unusual and suggests AdRoll has more B2B SaaS penetration than its DTC branding implies. AdRoll publishes native integrations for Shopify and lists the product on the Shopify App Store, which explains the heavy ecommerce footprint.

Sales Signal: Identity tools and consent management platforms are underrepresented in AdRoll stacks. Sales teams selling cookie-consent (Cookiebot, OneTrust) or first-party data tools (RudderStack, Segment) have a clean upsell into the AdRoll base, since these buyers will need first-party identity infrastructure as third-party cookies continue to be phased out.

6. G2 review signals

G2 review sentiment triangulates cleanly with our migration data. The top G2 pros are ease of use (108 mentions), cross-channel retargeting management (67), and easy setup (56), which match the SMB buyer profile our company-size data already revealed. The top cons are more interesting: limited features (25 mentions) and expensive at scale (19 mentions). Both criticisms point in the same direction, customers who outgrow AdRoll move to platforms with broader feature surfaces (typically Meta Ads Manager or LinkedIn Campaign Manager) where their existing audience graph already lives. Our migration count of 12,790 churns to Facebook Conversion Tracking is the operational consequence of those G2 complaints.

Sales Signal: The G2-to-migration triangulation gives sales teams a clear messaging frame: AdRoll's strengths (ease, speed, single-dashboard reach) are real for SMBs, but ceiling effects kick in around the 50-employee mark. That's where competitive displacement opportunities concentrate.

7. Key takeaways

1. AdRoll is a niche-but-stable player at 0.15% category share (rank #26), with roughly 25,000 active deployments and a customer base that's overwhelmingly small business and digital-native.
2. Growth has plateaued and reversed slightly in 2025, with active detections down 12% in the May-July window.
3. The customer base concentrates in real estate, retail, and software, with no single vertical exceeding 9%.
4. Net migration is sharply negative against Facebook and LinkedIn and roughly flat against direct display competitors like Criteo and The Trade Desk.
5. AdRoll's HubSpot and Klaviyo overlaps reveal the platform's true dual identity: B2B ABM and DTC ecommerce retargeting.
6. The platform's biggest structural risk is the shift to first-party social retargeting, not direct competitor share gains.

8. Sales applications

Outreach template: "Our crawl shows your AdRoll pixel is active on [subdomain count] subdomains across [company.com]. Among the 25,000 active AdRoll deployments we track, [their industry] makes up [industry %]. We're seeing 3.5x more companies switch from AdRoll to Meta's pixel than the other way around. Are you re-evaluating your retargeting stack this quarter?"

Targeting strategy: On TechnologyChecker.io, filter the AdRoll customer list by industry (Real Estate, Retail Apparel, Wellness for ecommerce; Software Development and IT Services for ABM) and employee size 11-200. This is the segment most likely to be evaluating alternatives or considering upgrades.

Competitive angle: The 193,152 previously-detected AdRoll deployments are a goldmine. These are companies that already ran retargeting once and have since removed the tag, which means they have ad-spend budget and retargeting fluency but are unattached to any current vendor. Cross-reference with current Facebook Conversion Tracking detections for the highest-converting prospect list.

For the full list of 46,249 active AdRoll deployments with filterable industry, country, size, and migration data, see our AdRoll customer database. For deeper analysis of the broader retargeting market, see our Advertising Networks category page covering 49 platforms across 16.3M tracked domains, or compare AdRoll directly against Criteo and Taboola.