Companies Using AdRoll

I'm David Thomson, CTO at TechnologyChecker.io. As of our October 2026 crawl, AdRoll's pixel runs on 47,355 domains, and 28,409 of them (60.0%) match a company we can enrich. That match rate is well above Criteo's 34.8%, because AdRoll sits on real business sites rather than parked pages: only 14 of its live domains had a for-sale or gambling title. For the wider martech picture AdRoll sits in, see our martech statistics report.

1. A stable level, not a growth story

The chart opens at 38,965 domains in June 2026 and steps to 46,223 in July. That step reflects changes on our side, both the domains we cover and the signals we detect AdRoll with, rather than a surge in adoption. Since July the count has stayed between 46,223 and 47,355. Our crawled universe turns over every month, with dead domains dropping out and new ones added, so a band that narrow is a stable footprint.

Our records also show 9,917 domains dropping AdRoll since 16 March 2026. That figure counts a domain once any of its hostnames drops the pixel, even if another hostname still runs it, so it's an upper bound on real departures.

"AdRoll is the rare ad tag where the count and the company list agree with each other. Only 14 of its live domains were parked or for-sale pages. When you see the pixel, a business put it there." - David Thomson, CTO at TechnologyChecker.io

Sales Signal: This is a steady market of roughly 47,000 domains, not a fast-moving one. Time outreach to budget cycles rather than to adoption spikes, because there aren't any in our data.

2. Small companies with a marketer

47.66% of the companies we could size have 1-10 employees, but the more telling number is the 32.15% at 11-50. A third of AdRoll's base is companies big enough to employ a marketer and too small for an in-house media team, which is the buyer AdRoll's self-service plan is built for. By founding decade the base is established: 38.41% from the 2010s, 21.25% from the 2000s and 29.9% before 2000.

The larger names split into two groups. B2B technology firms, Datadog, Zscaler, Equinix, World Wide Technology and KPIT among them, probably run AdRoll ABM, the account-based product that used to be called RollWorks; the pixel is shared, so we can't tell the two apart. Consumer chains, Shake Shack, GNC, Ruby Tuesday and Orkin, run the retargeting product. We removed Marks & Spencer, IWG and Wynn Resorts from the list: their detected hostnames redirect to Cloudinary, and the pixel there is Cloudinary's own.

Sales Signal: Target the 11-50 band. It's large (8,837 companies), it has a marketer who owns the AdRoll account, and it's the size most likely to outgrow self-service.

3. American, local and two-sided

The United States holds 71.3% of the matched base, 20,244 companies. Australia (1,840), Canada (1,425), the United Kingdom (1,023) and New Zealand (234) bring the English-speaking share to 87.2%. AdRoll is much more American than Criteo, whose matched base is 37.9% US.

By industry, Real Estate (9.56%) and Retail (8.74%) lead. Behind them sits a cluster of local services, medical practices, veterinary services, construction and wellness, that adds up to 10.94%. Advertising Services at 3.97% is the agency layer, firms that run AdRoll on behalf of clients.

Sales Signal: Local-service verticals buy on lead volume. A call-tracking, scheduling or review tool can pitch the 10.94% of AdRoll companies in medical, veterinary, construction and fitness with one message: you're already paying to bring visitors back, so measure what they do next.

4. Overlap, not switching

No competitor corridor passed our switching test. We only publish a switch when 40% or fewer of the domains that ever ran both tools still run both, and every AdRoll pair is above that. StackAdapt is the biggest overlap: 2,986 domains have run both and 1,975 (66.1%) still do. Of the domains that dropped AdRoll, 278 run StackAdapt; 253 went the other way. The Criteo pair is smaller, 916 ever-both and 670 (73.1%) still both, and the one-way counts favour AdRoll slightly: 84 domains dropped Criteo and kept AdRoll, while 60 did the reverse.

"Two-thirds of the sites that tried StackAdapt next to AdRoll still run both. Nobody is ripping AdRoll out; they're adding a second buyer and comparing." - David Thomson, CTO at TechnologyChecker.io

Sales Signal: The 1,975 domains running both AdRoll and StackAdapt are comparing two programmatic buyers right now. Attribution and incrementality tools have an obvious opening there.

5. WordPress, Shopify and HubSpot

Across the 47,171 clean live AdRoll domains, Google Analytics (91.36%) and Google Tag Manager (90.74%) are near-universal. WordPress runs on 32.92% and Shopify on 18.9%; enterprise tag managers barely register, with Adobe Experience Platform Launch at 1.72%. HubSpot leads marketing automation at 14.48%, against 2.24% for Salesforce's Account Engagement and 1.67% for Marketo, and the agency CRM HighLevel appears on 1.47%.

Sales Signal: The AdRoll stack is a small-business stack. Sell tools that install as a WordPress plugin, a Shopify app or a HubSpot integration; anything that needs an enterprise tag manager misses nearly all of this list.

6. G2 review signals

On G2, AdRoll's 459 pro and con mentions lean positive: ease of use (108), cross-channel retargeting (67), campaign management (67) and quick setup (56). The complaints are limited features (25), confusing campaign management (22), reporting limits (22) and cost as spend grows (19). That matches the size data. Ease of use is what a 20-person company needs, and limited features is what it says once it reaches 200.

Sales Signal: Reporting is the weak spot reviewers name twice, as reporting limits (22) and difficult reporting (18). Analytics and attribution vendors can lead with it.

7. Key takeaways

• 47,355 domains in October 2026, stable since July; 16th in Ad Networks at 0.87%.
• 79.81% of matched companies have under 50 staff; the 11-50 band alone is 32.15%.
• 87.2% of the matched base is in five English-speaking markets, 71.3% in the US.
• B2B technology firms likely run AdRoll ABM on the same pixel; consumer chains run retargeting.
• No switching corridor passed our test; StackAdapt is the most common companion.

8. Sales applications

Outreach: "You're running AdRoll on a WordPress site with HubSpot. Most AdRoll users your size tell G2 the reporting is the weak part. Here's what [product] adds."

Targeting: On TechnologyChecker.io, filter the AdRoll list to the United States, 11-50 employees and Real Estate or local-service industries for the densest segment.

Competitive angle: For the B2B side, pull AdRoll domains in Software Development and IT Services. Those are AdRoll ABM prospects that Demandbase and 6sense compete for.

Our AdRoll data covers 47,355 domains and 28,409 enriched companies, ready to filter and export on TechnologyChecker.io.