Home Ad Exchange News AdRoll Names Former Adap.tv Chief Toby Gabriner As CEO

AdRoll Names Former Adap.tv Chief Toby Gabriner As CEO


Former Adap.tv CEO Toby Gabriner, who became AdRoll’s president in April, has been promoted to CEO, effective immediately.

The company’s founding CEO, Aaron Bell, will transition to chief product officer.

Gabriner has for the past year advised AdRoll, which wanted to evolve from an early retargeter focused mostly on Facebook to a mid-stage, cross-channel performance marketing platform.

Bell’s move to chief product officer lets him harness his engineering background to expand AdRoll’s solutions, particularly around artificial intelligence and automation.

Recent product roll-outs include a prospecting tool and a data co-op.

AdRoll said it’s focusing on driving a return on ad spend for small to midsize retailers and ecommerce companies, as well as growing its B2B marketer pipeline through products for account-based marketing.

“We have a transformational year ahead on the commercial side for AdRoll in 2018, and we want to couple that with a strong technology backbone,” Bell said.

AdRoll has 500 global employees, 200 of whom are focused on research and development.

“More and more of the team is focused on the performance piece, which is driving lift and strong performance across multiple channels,” Bell said. “We want to be this central nervous system for marketers to run effective campaigns across all channels and understand how they’re performing.”

Although Gabriner declined to say whether AdRoll would remain independent for the long haul, he noted the company is profitable and had its highest-revenue year to date.

And AdRoll wouldn’t rule out more funding.

“We feel good about our financial position and the growth vectors in front of us,” Gabriner said. “If it makes sense, we may inject more money into the company if we decide to pursue an acquisition strategy, but as a standalone business we feel really comfortable and confident about where we are today.”

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.