- AdRoll alternatives at a glance
- Nine retargeting and display advertising tools to weigh against AdRoll
- How retargeting ads work, in plain words
- How to choose a retargeting platform
- Cookie consent and privacy rules for retargeting
- Matching a retargeting platform to your business
- Using retargeting alongside email
- Why a smaller retargeting tool can be a sensible pick
- A short checklist before you pick a retargeting platform
- Frequently asked questions
A good AdRoll alternative should reach the channels your customers use, let you cap how often people see your ads and respect consent rules. Check audiences, reporting and support. This page lists nine options in no particular order, then covers how to choose and what privacy rules to check.
AdRoll is a platform known for retargeting, which means showing ads to people who have already visited your website, plus wider display and social advertising. If you're comparing options, maybe because you want a different channel mix, a different level of support or something built for a shop or a B2B team, there are other tools to look at.
This is a list of nine AdRoll alternatives in no particular order, sorted alphabetically. Some are established advertising platforms and several are smaller or more specialised. I've drawn each description from the tool's own website and directory listings, so check the current details there before you decide. If the idea of retargeting is new to you, my short guide to the retargeting funnel explains how it fits together.
AdRoll alternatives at a glance
In the free plan column, Yes means the tool's own site describes a plan you can keep using without a time limit. Trial only means a free trial but no ongoing free plan. No means the site states neither, which often means the tool is sales-led. Details change, so check before you start.
| Tool | Type | Good for | Free plan |
|---|---|---|---|
| Akohub | Shop ads app | Ads that follow shoppers, plus loyalty | Trial only |
| Albacross | B2B visitor tools | Spotting company visits and reaching them | Trial only |
| Choozle | Programmatic platform | Self-service or managed campaigns | No |
| Criteo | Performance advertising | Dynamic retargeting for retailers | No |
| Mailchimp | Marketing platform | Remarketing ads beside email | Trial only |
| ReTargeter | Display retargeting | Site, CRM and search retargeting | No |
| RTB House | Performance advertising | Retargeting for web and app | No |
| Simpli.fi | Programmatic platform | Buying ads across many channels | No |
| StackAdapt | Programmatic platform | Multi-channel advertising in one workspace | No |
Nine retargeting and display advertising tools to weigh against AdRoll
Akohub
Best for: Shopify store owners who want retargeting ads and a loyalty scheme managed from one app.
Albacross
Best for: B2B teams who want to see which companies visit and send those accounts to ad audiences.
Choozle
Best for: Agencies and brands who want display, video and connected TV ads run by themselves or by the provider.
Criteo
Best for: Retailers and brands who want product-led retargeting handled with a provider's support team.
Mailchimp
Best for: Small businesses who already email customers and want Google remarketing ads in the same account.
ReTargeter
Best for: Businesses who want programmatic display retargeting based on site visits or customer lists.
RTB House
Best for: Larger online stores who want retargeting and acquisition campaigns managed across web and app.
Simpli.fi
Best for: Agencies and local advertisers who want connected TV, social and geo-fenced ads with expert help.
StackAdapt
Best for: Brands and agencies who want planning, audiences and measurement for many channels in one place.
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How retargeting ads work, in plain words
A small piece of code on your website, often called a pixel, notes that a visitor looked at a page. An advertising platform can then show that visitor your ads elsewhere, on other sites, in apps or on social feeds. Some tools build audiences from your customer list instead of site visits.
It can be a useful reminder for people who nearly bought. It can also feel intrusive if it's overdone, so keep frequency under control and stop showing ads to people who've already bought.
How to choose a retargeting platform
- Channels. Check where your ads can appear: display sites, social, video or connected TV.
- Audiences. Look for site visitors, product viewers and customer lists you can upload.
- Frequency control. Make sure you can limit how often one person sees an ad.
- Creative tools. Ask whether it builds dynamic product ads or needs your own artwork.
- Reporting. Find out how it shows sales and enquiries that followed the ads.
- Support. Some platforms are self-service, others work with an account team.
Cookie consent and privacy rules for retargeting
This kind of advertising depends on tracking, so privacy rules apply. In the UK and EU, tracking for advertising generally needs a clear explanation and consent before the tracking code runs, and browsers also limit third-party cookies. Check that your consent banner controls the advertising tags as well. This isn't legal advice, so check the rules for your own situation. My explainer on cookie consent and analytics covers the same ground for another tool.
Matching a retargeting platform to your business
- Online shops usually want product-based ads linked to the catalogue.
- B2B firms often care about reaching named companies, not individual shoppers.
- Local businesses may prefer location-based targeting and simple setup.
- Agencies look for several accounts, reporting and a support team.
Using retargeting alongside email
Ads and emails work best when they don't repeat each other. If someone has abandoned a basket, you might send one email and show one reminder ad, not ten of each. My template for a win-back retargeting sequence shows one way to space the messages.
Why a smaller retargeting tool can be a sensible pick
Smaller providers often answer questions quickly and focus on a narrower job. Look at when the product was last updated, read the help pages and ask how you'd stop campaigns and remove audiences if you leave.
Do you make a retargeting or display advertising tool? Tool makers can ask to be considered for a featured place on this list.
A short checklist before you pick a retargeting platform
- Does it reach the places your customers spend time?
- Can you cap how often one person sees your ads?
- Does it work with your consent banner?
- Can you exclude people who have already bought?
- Do you know who helps when something breaks?
Frequently asked questions
What is retargeting?
It's showing ads to people who have already visited your website or are on your customer list, as a reminder to come back.
Why would someone look for an AdRoll alternative?
Reasons vary: a different mix of channels, a different level of support, a tool built for shops or for B2B, or a different way of working. Start by listing what you want the ads to do.
Do I need consent for retargeting?
In many places you do. In the UK and EU you generally need to explain the tracking and get consent before advertising tags run. This isn't legal advice, so check the rules for your own situation.
Will retargeting ads follow people around forever?
They don't have to. Good tools let you set how long someone stays in an audience and how often they see an ad. Set limits and exclude buyers.
Do I need a separate tool for retargeting?
Not always. Some ad platforms and email tools include basic remarketing. A separate platform helps when you want more channels or more control.
