AdRoll Cut 82% of Cross-Channel Attribution Development Time

AdRoll is a leading marketing and advertising platform that helps its customers generate more than $246 billion in annual sales. When expanding its product suite with a new cross-channel attribution solution, AdRoll faced a common challenge: building multiple platform integrations quickly with existing resources. 

With an ambitious global launch timeline, AdRoll made a strategic decision to partner with Improvado for their embedded API solution. This story demonstrates how this partnership accelerated AdRoll's market entry and positioned its new product for success.

Racing against the clock with limited resources

AdRoll needed to expand its analytics and attribution capabilities across North America, EMEA, and APAC but faced a critical timeline challenge. Their new product required integrations with 11 different marketing platforms—fast.

The math simply didn't add up. With AdRoll's engineering team able to build one integration per quarter, the complete rollout would take nearly three years—an eternity in today's market. Expanding the team wasn't an option either, as recruitment and onboarding would only further delay their launch.

The challenges went beyond just time constraints:

• Complex development work: Each integration required specialized knowledge and significant engineering resources
• Data normalization challenges: Making data from diverse platforms speak the same language was technically demanding
• Strict compliance standards: All solutions needed to maintain data privacy and security across global markets

After evaluating multiple solutions, AdRoll chose Improvado's embedded API for its speed, reliability, and cost-effectiveness—perfectly aligned with their pricing model and technical requirements.

Seamless integration across 11 marketing platforms–in 6 months

The partnership with Improvado focused on three core objectives:

1. Integrate data from 11 marketing platforms, including both advertising and non-advertising sources
2. Transform and normalize raw data to ensure it was ready for cross-channel attribution analysis
3. Develop white-labeled OAuth flows that integrated seamlessly within AdRoll's platform

Improvado's solution eliminated the need for AdRoll to build any integrations in-house. Through a single partnership, they gained access to all necessary data sources and reduced years of potential development work to just six months.

One of the key advantages was Improvado's partnership approach and high level of support throughout the collaboration:

Expanding into new marketing channels beyond advertising

Improvado's ability to build custom integrations enabled AdRoll to include non-advertising platforms in their offering for the first time. Their new cross-channel attribution product now connects revenue data across diverse marketing channels:

Email and SMS platforms:

• ActiveCampaign
• Mailchimp
• Klaviyo

CRM/analytics platforms:

• HubSpot
• Salesforce
• Google Analytics

These integrations contributed to a more holistic representation of customers' entire marketing journeys, significantly expanding AdRoll's market potential.

82% time saved, enabling AdRoll's product success

The partnership with Improvado delivered exceptional value to AdRoll:

• 82% engineering time saved on integration development
• 5X faster time-to-market compared to an in-house solution
• Contributing to 300% expected ROI for AdRoll's new product in its first year

This strategic collaboration not only solved AdRoll's immediate integration challenges but also established a foundation for continued growth and innovation.