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AdRoll Launches B2B Business Unit Amid Rebrand

AdRoll has announced a corporate rebrand and unveiled a new B2B division called RollWorks in response to growing demands from B2B marketers to better align resources with sales. AdRoll Inc. will now operate as AdRoll Group and will include two separate divisions: the E-commerce Growth Platform for B2C brands and RollWorks for the B2B market. The newly rebranded AdRoll is now available nationwide.

As part of the rebrand, Toby Gabriner will remain as CEO of AdRoll Group and will also serve as President of RollWorks. Aaron Bell, the company’s Co-founder and CEO, will lead innovation and product development while VP and Managing Director of North America Scott Gifis will be promoted to President of AdRoll.

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"We are building on the company’s 10-year history of helping commerce and B2B marketers grow revenue and have a meaningful impact on their business results,” said Gabriner in a statement. “With distinct divisions and product development efforts, we're now in the best position to accelerate growth for our customers as we establish AdRoll Group as the Growth Platform Company."

The RollWorks platform is designed to make it easy for marketers to find and engage the right people within a target account, identify the most relevant ways to connect with them and drive growth through meaningful connections. The platform also allows marketers to create personalized, relevant messages in front of high-value prospects.

“We have an incredible performance advantage taking our proprietary data and algorithms to B2B customers,” Gabriner added. “Whether running broad-based marketing campaigns or highly-targeted ABM programs, B2B marketers now have the tools they need to automate and constantly improve their results.”