RollWorks Is Now AdRoll ABM: The Rebrand, the Packages and the Pricing Model

Type rollworks.com into a browser and AdRoll's account-based marketing page loads instead. That is not a redirect chain gone wrong. RollWorks has been folded into AdRoll, and the merged product is sold as AdRoll ABM.

The evidence is on the vendor's own surfaces and it is unambiguous. The page served at www.rollworks.com declares a canonical link element pointing at https://www.adroll.com/solutions/account-based-marketing, which is a site telling search engines that another domain owns its content. Its visible copy names the product "AdRoll ABM (formerly RollWorks)", its page title reads "Account-based Marketing and Advertising Solution | AdRoll", and its trademark footer assigns the platform's two named engines, InIQ and BidIQ, to NextRoll rather than to RollWorks. A request to www.rollworks.com/pricing answers HTTP 301 to https://www.adroll.com/pricing#abm, so the old pricing URL does not resolve to a RollWorks page at all. Third-party listings on review sites and app marketplaces have picked the rename up in their own titles, though those pages block automated fetching, so the evidence cited here is the vendor's own.

This matters more than a brand note usually would, because comparison posts and vendor shortlists still recommend RollWorks as though it were a standalone company with its own pricing page, its own roadmap and its own commercial terms. It is a package inside an advertising platform owned by NextRoll, and that changes what you are actually evaluating and who you will be negotiating with. It also means that any figure you find attributed to "RollWorks pricing" predates the merge or was never on a RollWorks page in the first place, because there is no longer a RollWorks surface for a price to live on.

What AdRoll ABM does

Four things, in the order the platform performs them.

Account identification. The product page states it is "Built on a foundation of 2.6 billion digital identities and 92 million contacts", and that its AI "defines your ideal customer profile, surfaces unknown target accounts, and illuminates those who are most likely to make a purchase". The identity graph is the asset here, and its provenance is advertising technology rather than a publisher content co-op, which is the distinction the B2B intent data guide draws between the mechanisms behind third-party signal.

Audience and signal. Buyer signals feed what the vendor calls the AdRoll ABM Command Center, described on the same page as tracking "buyer signals in real time" and recommending next steps: adding records to a CRM, building account and contact lists, or sending priority lists to sales.

Activation, which is mostly advertising. Multi-channel ad campaigns across websites, apps, social and streaming. The pricing page's channel list includes display, connected TV, video, native, in-app mobile and social ads across Facebook, Instagram, TikTok and Pinterest.

Measurement. Attribution back to pipeline and closed-won, with the vendor's two named engines, InIQ for buyer insight and BidIQ for bid optimisation, both trademarked to NextRoll.

The vendor also publishes outcome claims on those pages, including an average of 16 percent more opportunities and several named customer results. Those are marketing claims made by the seller about its own customers, with no control group attached, and they should be read as such.

1. Step 1Identify

   An identity graph the vendor describes as 2.6 billion digital identities and 92 million contacts defines the ICP and surfaces unknown target accounts

2. Step 2Detect

   The Command Center tracks buyer signals in real time and recommends a next step per account

3. Step 3Activate

   Multi-channel paid advertising to those accounts across display, connected TV, video, native, mobile and social

4. Step 4Measure

   Attribution across the buyer journey, tied back to pipeline and closed-won in the CRM

The four ABM packages

AdRoll's pricing page splits the ABM side into four named packages, and the split is by how much of the platform you take rather than by seat count or account volume.

Account-Based Advertising is the bring-your-own-data tier: the page describes it as "Bring your own data and activate multi-channel digital advertising to reach precise audiences and measure your impact". You supply the account list, the platform buys the media. Note what that hand-off is in regulatory terms: passing your own list to an advertising platform for audience targeting sits inside California's definition of selling and sharing personal information, which is argued in CCPA compliance.

Account-Based Marketing is the other half without the media: "Build your ABM strategy with buyer insights, customizable journey stages, workflow orchestration, and advertising playbooks."

Account-Based Marketing + Advertising is both, for teams running "end-to-end ABM and advertising strategies".

Account-Based Retargeting is the entry point, and it is the only one of the four carrying a published commercial term: "No fee to get started and pay only for media."

Three of those four say "Request a Demo". One says "Get Started".

Account-Based RetargetingSelf-serve entry point

• Retargeting campaigns
• Free creative support
• AI Assistant insights
• Published term: no fee to get started and pay only for media

Account-Based AdvertisingBring your own data

• You supply the account list
• Multi-channel digital advertising
• Impact measurement
• No price published, request a demo

Account-Based Marketing (with or without Advertising)Full platform

• Buyer insights
• Customisable journey stages
• Workflow orchestration and advertising playbooks
• Advertising bundled in the combined package
• No price published, request a demo

What it costs, which is a harder question than it looks

AdRoll's pricing page publishes no currency figure anywhere. Not for the ABM packages, not for the advertising packages, not as a floor or a starting-at number. That is an absence claim, so here is how it was checked: the page at adroll.com/pricing was fetched with a browser user agent and the stored bytes searched for any dollar amount, returning zero matches in both the raw HTML and the visible text, and rollworks.com/pricing resolves to that same page.

What the page does publish is the pricing model, in its FAQ. "AdRoll does not have a minimum spend amount." And: "AdRoll offers dynamic pricing based on CPM (cost per thousand impressions), which means the cost can vary depending on demand." Managed services and the advanced package are gated behind "qualifying ad spend" rather than a licence fee, and ad credits are granted monthly against the package rather than sold.

So the honest answer to what AdRoll ABM costs is that the platform fee is negotiated and unpublished, while the media is bought at a floating CPM you do not control. Budgeting the second half of that is straightforward arithmetic once you accept the numbers are yours to supply. Reaching 500 target accounts with roughly 20 people each is 10,000 people, and at a hypothetical $12 CPM with 15 impressions apiece that is 150,000 impressions and about $1,800 of media. Those figures are invented to show the shape of the calculation and are not measured, quoted or published by the vendor; substitute your own account count, your own buying committee size and a real quoted CPM before treating any of it as a budget.

The absence of a published platform price is normal for this category, and it is also why the live guide's provider table quotes reported ranges instead of list prices.

Where it sits on the ladder

The live intent guide's landscape puts predictive ABM platforms in the $50,000 to $150,000-plus band, and names nothing below it on the activation side. AdRoll ABM's Account-Based Retargeting package is genuinely lower than that: a self-serve entry with no platform fee to start and media billed as you use it. For a company that wants some account-based advertising without an annual commitment, that rung exists and is worth knowing about.

The rung above it is where the honesty is required. The moment you want the buyer insights, journey stages and orchestration, you are into "Request a Demo", and nothing on the vendor's site tells you what that costs.

That gap is worth planning around rather than resenting. Go into the call with your account count, your realistic monthly media budget and the specific signals you intend to act on already written down, because a quote assembled around a vague description of your programme is the one that comes back highest. The published entry rung is also a legitimate way to test the identity graph's coverage on your own account list before committing to anything larger, and coverage on your specific accounts is the variable that decides whether the rest of the platform is worth buying.

The advertising part, said plainly

The activation layer here is paid media. That is what the product is for, and it is a real capability, well integrated with the identification layer that precedes it.

It is also not what we do. RevenueFlow runs email and LinkedIn outbound, not paid media, so treat everything above as a description of what AdRoll ABM does rather than a recommendation to run ads against your account list. If your plan is to turn account signal into direct outreach, the connection shapes and decay rules in intent signal APIs for outbound are the relevant reading, because the useful life of a signal is what decides whether it can drive a message at all.

One naming collision is worth clearing up. "Account-Based Retargeting" here means showing ads again to accounts that have already been reached, which is an advertising mechanic. It is unrelated to sending a prospect a second message after they ignored the first, which we do not do: campaigns carry one message, and on LinkedIn a follow-up lands under the message they already declined to answer, so it reads as a bump whatever the campaign structure.

AdRoll ABM is worth evaluating if

• ✓Yes: Paid media is already part of your go-to-market and you have a budget for it
• ✓Yes: You have a defined target account list, or want the platform to build one
• ✓Yes: You want advertising, account identification and attribution from one vendor
• ~Depends: You are comfortable evaluating a platform whose fee is quoted rather than published
• ✕No: You need the vendor to name a person to email at a surging account
• ✕No: Your entire motion is outbound email and LinkedIn with no ad spend
• ✕No: You are buying primarily to identify your own website traffic

Who it does not fit

Teams with no paid media budget get the least out of this, because the activation layer is where most of the platform's value sits and it is bought in impressions. An outbound-only team is paying for an identity graph and a signal dashboard while leaving the half that justifies the architecture switched off.

It is also the wrong purchase if the goal is naming individuals on your own website. That is a separate category with different mechanics, different match rates and different legal exposure. And if what you actually lack is contact data quality rather than account prioritisation, an ABM platform will not fix it; the honest comparison there is against the enrichment layer in data enrichment tools for SDR teams.

The last caution is structural rather than about the product. A brand that has been absorbed into its parent tends to lose roadmap independence, and the pricing page now presents ABM as one section of an advertising platform's packaging. Ask directly what the support model and roadmap look like under the AdRoll brand before signing a multi-year term, and make sure your lead routing plan does not assume a product name that the vendor has already retired.

If you want the outbound motion built before the platform decision, get a free campaign plan and we will show you what your current list and message produce first.

Pricing and features verified as of August 2026. Verify current terms with the vendor before relying on them.