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.
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.”