AdRoll Launches Connected TV to Enhance Full-Funnel Marketing Campaigns

AdRoll, a leading marketing and advertising platform that helps business-to-consumer brands grow, announced the launch of its Connected TV (CTV) offering. This offering expands AdRoll’s full-funnel, multi-channel capabilities to help digital marketers and agencies seamlessly and effectively integrate CTV with their broader advertising strategies. With AI-powered targeting and optimization, AdRoll CTV enables advertisers to capture attention, drive high-value traffic, and re-engage potential customers across web, mobile, and premium streaming platforms.

CTV ad spending is projected to increase by over 10% annually through 2027, according to eMarketer. However, a significant gap remains between consumer time spent on CTV platforms and the share of ad dollars allocated to them. AdRoll CTV helps brands close this gap by making CTV campaigns more targeted, measurable, and seamlessly connected to the rest of their marketing mix.

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AdRoll’s CTV solution integrates Experian’s Digital Graph, which provides a persistent linkage between households and individuals to their digital identifiers and devices, ensuring accurate targeting and measurement over time. With access to more than 2,400 syndicated audiences built on top of Experian’s identity graph and expanded to a deep set of digital identifiers, advertisers maximize their addressability. Through this integration, marketers will be able to connect with high-intent consumers and drive stronger engagement in every CTV campaign. Additionally, AdRoll’s partnership with Cint provides brand lift insights, quantifying the upper-funnel impact of CTV investments, helping advertisers understand how their CTV campaigns contribute to brand awareness and perception.

“Our partnership with AdRoll empowers advertisers with daily brand lift insights, enabling them to measure the true upper-funnel impact of their CTV investments,” said Kathryn Failon, Senior Director, Data & Measurement at Cint.  “With them, marketers can understand how their campaigns shape brand perception to make smarter optimizations while their campaigns are still live.”

“Marketers need solutions that deliver both brand-building and performance,” said George Castrissiades, general manager of CTV at AdRoll. “With AdRoll CTV, we’re bringing AI-powered precision to the channel, ensuring that brands can effectively engage their target audiences across screens while maintaining transparency, control, and measurable outcomes.”

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AdRoll CTV provides access to over 100 premium CTV publishers, including HBO Max, Paramount, ESPN, The Roku Channel, and more. Marketers can launch campaigns with flexible execution options, including self-service, managed, or hybrid models. AdRoll’s BidIQ AI optimizes bids in real time to maximize conversion potential across devices.

“As the industry moves toward a more privacy-centric future, CTV’s cookie-free environment aligns perfectly with our commitment to innovation—helping brands engage their audiences effectively while maintaining compliance and consumer trust,” said Roli Saxena, chief executive officer of NextRoll (AdRoll’s parent company). “By expanding our multi-channel capabilities, we’re giving marketers the tools they need to capture attention, drive conversions, and maximize business impact across the entire customer journey.”

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Source – PR Newswire

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