Customer ZenPayroll is using prospecting in conjunction with traditional retargeting to uncover high-intent leads. ZenPayroll targets niche microbusinesses, and it improved conversions 20% by accessing AdRoll’s prospecting pool.
Although prospecting isn’t designed for brand campaigns, Berke said clients are interested in measuring lift when they add prospecting to their traditional retargeting campaigns.
For the time being, it is priced as a percentage of spend based on performance metrics like CPC and CPA. This might change because advertisers evaluate upper-funnel campaigns based on first-touch CPA, given consumers will likely convert through other channels.
As Facebook develops more of its own remarketing and CRM-matching capabilities, in addition to retail-focused ad units like Dynamic Product Ads, industry experts predict it could put pressure on point solutions that focused squarely on retargeting alone.
AdRoll, like competitor Criteo, says a big priority is updating its bidder technology and algorithms as well as its mobile compatibility, since consumers aren’t sticking to static desktop experiences.