AdRoll is not a full-fledged DSP (Demand-Side Platform) but operates as a platform with DSP-like capabilities. It allows advertisers to buy ad space programmatically across various channels, including websites, social media, and email. Unlike traditional DSPs, which focus on providing access to multiple ad exchanges, AdRoll specializes in retargeting and simplifying campaign management for businesses. It integrates DSP functions with additional tools like email marketing, cross-channel tracking, and AI-driven audience segmentation. While it shares some similarities with DSPs, AdRoll is more of an all-in-one marketing platform designed for ease of use and retargeting-focused advertising.
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