AdRoll’s IntentMap™ taps into one of the largest intent-based data sets available, reading signals from over 1.2 billion digital profiles daily. This data set powers Brand Awareness and Lookalike Targeting campaigns, helping advertisers find new customers who not only resemble their current audience but also exhibit similar behaviors.
Data Collection & Usage
AdRoll collects various data points for both Lookalike Targeting and Retargeting campaigns, including:
- Advertiser Domain: Information from the advertiser’s website.
- Visitor Activity: Pages viewed, browsing and shopping behavior, products purchased.
- Geographical Data: Derived from IP addresses (including zip codes in the U.S.).
- Vertical Categories: Industry or category of the advertiser's site.
AdRoll does not collect or use explicit personal information such as names, phone numbers, physical addresses, or dates of birth. All data is processed without transferring cookies or sharing campaign performance with other advertisers. Competitor targeting and website-level audiences are not offered, ensuring privacy and data security.
How IntentMap™ Works
Brand Awareness campaigns utilize the IntentMap™ to analyze individual digital profiles across multiple sites, identifying new prospects who are most likely to engage with your ads. Lookalike Targeting leverages this data to discover potential customers who not only look like your current audience but also act like them.
Opt-Out and Opt-In
We provide advertisers two options to either opt-out or opt-in from,
- Serve ads over email using addresses customers enter on your site: We need your permission to collect email addresses on your site to send emails based on criteria you determine for your campaigns. See the details in our Email Service Addendum.
- Cross-device: Track and target the same visitor as they use different devices. Our cross-device service requires hashing clear emails collected from visitors to your sites. We need permission to create, collect, store and use a hashed version of clear emails. You must disclose this activity in your privacy notice or a just-in-time notice when the clear email is collected and hashed. For more information, please refer to our Terms of Service and Privacy Notice Requirements.
Advertisers have the option to opt out of contributing their website information to the IntentMap™ at any time. If you choose to opt out, AdRoll will cease using your site data in the IntentMap™, which will affect your ability to run Lookalike Targeting campaigns. Should you opt-out while a campaign is active, it will be paused until you opt back in.
Steps to Opt-Out of Email Collection
- Log in to AdRoll and navigate to Settings > Opt-ins.
- Uncheck Serve ads over email using addresses customers enter on your site.
- Click Save.
Opting out impacts the ability to run certain campaigns, so it’s important to consider the implications before making this change.