CFO World

​AdRoll’s new global president on simplifying martech

The global martech giant’s president speaks to CMO about the company’s mission to simplify the martech deluge

Performance marketing vendor, AdRoll, is on a mission to simplify marketing technology to power growth for its customers, according to the company’s newly appointed president, Toby Gabriner.

Based at the company’s global headquarters in San Francisco, Gabriner transitioned to president from his role as a strategic advisor, which he began in October last year. Just six months after joining AdRoll, he succeeded former president, CMO and founding team member, Adam Berke, who will remain active with the company as a strategic advisor.

A former digital ad executive and CEO and president of pioneering video platform, Adap.tv, Gabriner brings nearly 20 years of experience to the position and is looking to ramp up AdRoll's evolution as a full-funnel marketing platform provider, overseeing product, marketing and commercialisation.

“Over the past six months, I have had the opportunity to experience first-hand the depth of talent, the sizable market opportunity and the myriad growth opportunities,” he told CMO. “I am excited to work with this incredible team to build products that continue to drive this evolving ecosystem, as marketing, data and advertising technologies continue to intersect.”

Gabriner said AdRoll’s rapid growth was a key reason for his interest in the group, and noted recent numbers, including a $300 million run rate and more than 35,000 customers. He also pointed to the vendor’s growing data asset and suite of products, including its opt-in data co-operative, IntentMap.

“Over the past 10 years, the company has evolved from an early pioneer in retargeting to a full-funnel solution with a product suite that boasts retargeting, prospecting, email and onsite,” he said. AdRoll recently launched its latest business line, Platform as a Service (PaaS), .

Gabriner said Adroll has a three-pronged strategy. “Firstly we are offering the easiest to use and best performing data activation platform,” he said.

“Secondly, we are making this platform available either directly to customers or through channel partners. Thirdly, we offer our customers one of the industry’s largest and richest datasets.”

Despite a highly competitive market filled with dominant players constantly driving innovation, Gabriner was bullish about AdRoll’s long-term prospects.

“Performance, service and product innovation have been the keys to our success and will continue to be core to our evolution,” he added.

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