AdRoll, the performance marketing platform, today announced the appointment of two strategic advisors — former Tencent GM and AdChina (acquired by Alibaba) COO Peter Cheng and former CEO of Adap.tv and [x+1] and Carat Fusion President Toby Gabriner. Combined, the two have more than 35 years experience in the industry and join current AdRoll advisory board members Tim Westergren (Pandora CEO) and Mak Arima (former Google Japan MD and Yahoo Japan MD, current VP/Chairman AdRoll Japan).
Peter and Toby will help AdRoll navigate its next phase of growth as a global technology brand. The company closed out 2015 with an annual run rate exceeding $275 million. Looking forward, AdRoll will continue to innovate to help customers grow their businesses and will do this on a global scale.
“As AdRoll solidifies itself as an international player, we’re extremely lucky to have the opportunity to surround ourselves with experts that complement our knowledge and help us grow into new markets,” said Aaron Bell, CEO and co-founder of AdRoll. “Peter and Toby are providing invaluable guidance in both existing and new areas of our core business.”
GROWTH IN CHINA
With digital ad spend projected to reach $40.2 billion this year in China — and $83.59 billion by 20201 — this market is a pivotal area for investment. Peter is a veteran of both the Chinese and US ad tech and marketing tech landscape. His extensive experience will guide AdRoll senior management to navigate expansion into both import and export ad businesses with China. Specifically, Peter brings knowledge from his roles as GM of Advertising Platform and Products at Tencent’s online media group and Head of Business Development and Product Marketing at eBay China. Peter was also the co-founder and COO of AdChina, which Alibaba acquired in 2015. He previously served as the Vice President of Product Management at Adify.
“Marketing will only become more complex with the rise of cross-platform and video. In China alone, digital video ad spend makes up 55 percent of the market2,” said Peter Cheng. “AdRoll has built a successful technology brand with fast growth, especially in the U.S. This is an exciting time for the company and for me to be a part of the team. As they look to expand to emerging markets, it’s important to evaluate and understand the particulars required for business development and partnerships.”
NEW PLATFORM DEVELOPMENTS
AdRoll continues to bring its customers a best-in-class, full-funnel platform. In 2015, AdRoll launched Prospecting, an industry-first solution that is powered by the world’s largest opt-in data co-op, the IntentMap™. This year, AdRoll expanded further to offer SendRoll, an email retargeting tool, so that businesses can reach their customers across channels. With this multi-product approach, AdRoll continues to explore offering customers products that provide performance, ease of use, transparency and control.
As the former CEO of Adap.tv and [x+1] and former Carat Fusion President, Toby Gabriner will join AdRoll as an on-site, part-time advisor and consultant to its executive team. Toby will provide counsel on the overall product strategy and insight into current business trends that will enable AdRoll to further propel their market-leading position.
“Given my work with Adap.tv and Carat Fusion, I’m excited to help shape the future of AdRoll’s product strategy,” said Toby Gabriner. “We’re currently at a crossroads in the industry, where convergence between marketing and advertising technologies is accelerating. AdRoll is well positioned to take advantage of this opportunity, building the digital products the market needs.”
AdRoll is a leading performance marketing platform with over 25,000 clients worldwide. Its suite of high-performance tools works across devices, helping businesses attract, convert, and grow their customer base. The company is home to the world’s largest opt-in advertiser data co-op, the IntentMap™ with over 1.2 billion digital profiles. AdRoll’s goal is to build the most powerful marketing platform through performance, usability, and openness.