AdRoll
Retargeting and prospecting advertising platform
Publishes cross-channel ad campaigns to over 500 ad exchanges, including Facebook, Twitter, Instagram, and Google
Has proprietary real-time bidding algorithm, so you don’t overpay for ad space or placement
Offers prospecting tool so you can find and market to new audiences who match your current ones
Allows for automation and high data portability
How AdRoll works
AdRoll works by adding a cookie to the browsers of visitors to your site. This enables you to then serve ads to those visitors on social media or ad networks, and further to customize the ads based on which pages they saw on your site initially. To collect page view data in addition to using cookies, you’ll need to add the AdRoll Javascript snippet to your site. AdRoll captures customer emails and conversions through its API, similar to other advertising tools. An implementation will require custom code on your site to pass that data through via Javascript.
Things are more complicated if you want to send email and Ecommerce data to AdRoll. There’s a separate API you can use to record customer emails, products views, adds to cart, and when an order is complete. Each action will require setting up a Javascript event with custom data from your site.
Get more out of AdRoll with Segment
As an alternative to building customized event tracking specific to the AdRoll API and installing various Javascript snippets, you can use Segment to automatically load the AdRoll library onto your pages for you, and leverage the data you’ve already got flowing. Segment handles all of the data collection and transformation steps that AdRoll requires.
Within your Segment settings there is an event-mapping screen where you can easily map Segment events to AdRoll conversion segments. Ecommerce orders are recorded as conversions automatically (with no custom mapping required) . Event properties for Revenue, Order ID, and Currency are automatically passed through to AdRoll in the format AdRoll expects. When you identify a customer in Segment, their email address is passed through to AdRoll as well. Ecommerce events that are useful in AdRoll will automatically be translated appropriately by Segment and passed along. Product Viewed and Product Added events are recorded to AdRoll with the Product ID, for product-specific ads.
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Integrate AdRoll with Segment
Segment makes it easy to set up AdRoll.