Adweek: AdRoll is one of several companies that have developed data co-ops (along with Adobe and others), which are pitched as alternatives to walled gardens.
Toby Gabriner: Our original thought we came to market with was a retargeting product, and then four years ago, the company was really smart and thought about how do we help our customers drive more traffic to their site. We’re doing a really good job of converting traffic that comes to the site, but we wanted to now drive more traffic to the site. And obviously, in order to do that, you need a rich data set, and our customers were at a real disadvantage compared to big brands in that they don’t have a ton of data on their own and third-party data is really expensive. We polled our customers and asked if we were to launch this data co-op, would this be something they’re interested in. And lo and behold, we got overwhelming feedback that this was something they looked upon really positively.
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