RollWorks

Overview

RollWorks was the business-to-business division AdRoll created in February 2018 to stop selling one product to two different kinds of customer — and which, seven years later, was folded back into AdRoll as AdRoll ABM. AdRoll announced the corporate restructuring on February 27, 2018, debuting a new division solely focused on the business needs of B2B marketers, called RollWorks, which helped B2B marketers identify potential clients, reach the correct people within targeted accounts, and develop relationships with prospective clients through meaningful interactions (MediaPost). The new division was chasing an almost $5 billion market opportunity: the B2B digital advertising market was predicted to grow 13% year-over-year to $4.60 billion in ad spend in 2018, according to an eMarketer study cited by MediaPost (MediaPost).

Why a separate division

The split was as much about clarity as about product. Before the reorganization, AdRoll had positioned itself as all things to all people, which Toby Gabriner, then CEO, said had become challenging for customers to understand in terms of what they were getting and what the company specialized in (AdExchanger). The reorganization gave each business its own profit-and-loss statement under a newly formed parent holding company, the AdRoll Group, with Gabriner becoming CEO of the group and president of RollWorks, Aaron Bell leading innovation and product development for the group, and Scott Gifis promoted to president of AdRoll (AdExchanger). Whereas RollWorks specialized in B2B engagement, AdRoll focused its platform on digital advertising assistance to commerce businesses, and the company’s retargeting solution for email marketers, AdRoll Email, stayed under the AdRoll umbrella (MediaPost).

RollWorks’ customers were, by design, different from AdRoll’s. Most were midsize to enterprise companies that already had a marketing automation or customer-relationship system in place, and RollWorks offered deep integrations with those systems — including Marketo, Salesforce, and HubSpot — so B2B marketers could reach prospects beyond their inbox, no matter where they were online (MediaPost). Because business-to-business sales cycles tend to be longer, they also tend to be more predictable than media cycles, and RollWorks was designed as a way for AdRoll to bring in more recurring software-as-a-service revenue, with investment in data enrichment and attribution on the RollWorks side (AdExchanger). The company did not reduce headcount in the reorganization; it had, in fact, more than forty positions open, after finishing 2017 as its biggest revenue year and the year it reached profitability (AdExchanger).

From unit to product name

RollWorks survived the company’s next rename intact. When the AdRoll Group became NextRoll Inc. in September 2019, the AdRoll retargeting business continued as one unit and RollWorks, offering business-to-business marketing tools, became a second unit, alongside the newly launched NextRoll Platform Services (TechCrunch). Gabriner said at the time that the company was a year and a half into the RollWorks brand launch and that it was firmly planted on its own two feet — the AdRoll Group umbrella, he said, had always been a temporary placeholder (TechCrunch).

The end of RollWorks as a separate brand came on August 27, 2025, when NextRoll announced a brand transformation unifying the portfolio under the AdRoll brand: RollWorks, previously a NextRoll business unit focused on account-based marketing, officially became AdRoll ABM (PPC Land). The restructuring created two core product offerings under the AdRoll umbrella — a multi-channel advertising product and a specialized B2B account-based marketing solution — with the ABM solution providing account identification, multi-touch campaign management, and buyer intelligence systems designed to align sales and marketing efforts around target accounts (PPC Land). RollWorks, in other words, did not die: it stopped being a company-within-a-company and became a product name, which was arguably what the 2018 split had been trying to clarify all along.

What this profile does not claim

This profile does not assert the 2018 Growlabs acquisition, which appears only in trade snippets not read in full. It does not give RollWorks revenue or customer counts, or any post-2025 performance for AdRoll ABM. It does not give a launch day in February 2018, only the month the sources confirm. And it does not treat AdRoll ABM as a new company: the sources describe a rename of the RollWorks unit into a product, and this profile follows them.