AdRoll, the performance marketing platform for direct-to-consumer (DTC) brands, has officially launched its Connected TV (CTV) advertising solution, expanding its multi-channel, full-funnel capabilities. Designed to help digital marketers and agencies seamlessly integrate streaming TV into their broader advertising strategies, the new offering uses AI-powered targeting and optimization to connect with high-intent audiences across web, mobile, and premium streaming environments.

With CTV ad spending projected to grow over 10% annually through 2027 (eMarketer), this move positions AdRoll at the forefront of helping brands close the persistent gap between CTV engagement and media investment.

Closing the CTV Advertising Gap

Despite growing consumer engagement with Connected TV, marketers have struggled to scale CTV investments in line with consumer behavior. AdRoll’s new solution addresses this gap by making CTV campaigns:

• Highly Targeted through persistent identity resolution

• Measurable with advanced attribution and brand lift analytics

• Seamlessly Connected to omnichannel strategies

"Marketers today need solutions that deliver both brand-building and performance," said George Castrissiades, GM of CTV at AdRoll. "We’re bringing AI-powered precision to the channel while ensuring transparency, control, and measurable outcomes."

Features of AdRoll CTV

1. Experian Digital Graph Integration

AdRoll leverages Experian’s Digital Identity Graph to enable persistent, privacy-conscious household and individual-level targeting. Marketers gain access to:

• Over 2,400 syndicated audience segments

• Persistent, cross-device targeting through digital identifiers

• Deep household insights for sustained campaign optimization

2. Brand Lift Measurement with Cint

In partnership with Cint, AdRoll enables real-time brand lift analysis, offering marketers daily insights into how CTV campaigns influence brand awareness and perception.

"Marketers can now make smarter optimizations while campaigns are live," noted Kathryn Failon, Senior Director, Data & Measurement at Cint.

3. AI-Powered Optimization via BidIQ

AdRoll’s proprietary BidIQ™ AI technology dynamically adjusts bids in real-time to maximize conversions across CTV, mobile, and desktop environments.

4. Premium Inventory Access

Marketers gain access to 100+ top-tier CTV publishers, including:

• HBO Max

• Paramount+

• ESPN

• The Roku Channel

• Discovery+ and more

5. Flexible Execution Options

Brands can choose between self-service, managed, or hybrid models to execute CTV campaigns based on team needs and strategic goals.

Privacy-Forward Advertising in a Cookieless World

As digital advertising evolves toward a more privacy-centric future, CTV presents a strategic advantage. With no reliance on cookies, it offers a compliant and consumer-trust-friendly environment for reaching audiences.

“CTV's cookie-free environment aligns perfectly with our innovation and privacy values,” said Roli Saxena, CEO of NextRoll, AdRoll’s parent company. “We’re giving marketers the tools they need to succeed across the entire customer journey.”

The launch of AdRoll CTV marks a major milestone in performance-based TV advertising. By combining AI-driven targeting, persistent identity resolution, and full-funnel measurability, AdRoll enables marketers to execute high-impact streaming campaigns that boost both brand and performance outcomes.

As CTV becomes an increasingly central channel for digital engagement, AdRoll’s solution empowers brands to stay ahead of the curve, capture attention across screens, and drive measurable business results.