AdRoll elevates programmatic veteran Toby Gabriner to chief executive role

AdRoll has elevated Toby Gabriner as its chief executive officer

Independent marketing platform AdRoll has elevated Toby Gabriner, a nearly 20-year veteran of the industry, as its chief executive officer, transitioning from his present position as president.

Aaron Bell, co-founder and current chief executive, will take on the role of chief product officer.

"Toby and I have forged a remarkable partnership over the last 12 months, and I look forward to continuing the work we've begun in our new roles,” said Bell. “As a complement to Toby's leadership and talents, I welcome the opportunity to draw on my passion for innovation and take AdRoll to new heights.”

The San Francisco-based company, celebrating 10 years this month, has been increasing its presence in the B2B space, launching account-based marketing (ABM) capabilities, launching a new ABM platform in September with the intention of improving ROI for B2B marketers.

The chief executive role is not new for Gabriner as he has taken to post four other times at various companies, including at AOL’s Adap.tv, acquired in 2013 for $465m, and x+1, which was purchased by Rocket Fuel for an estimated $230m in 2014. Gabriner also served as president of Carat Fusion, the interactive practice in the US in the early-to-mid 2000s and Tribal Fusion in 2008 and 2009.

AdRoll counts over 35,000 global clients and, over the summer, announced a programmatic over the summer, announced a programmatic native advertising partnership partnership with Taboola which allows it to be available to AdRoll’s advertisers.

"Looking to 2018, we're pursuing an ambitious vision for the company, merging data, marketing, and advertising technologies to better serve our customers,” said Gabriner. “With Aaron as chief product officer, we are doubling down on building products that help our clients grow, and laying the groundwork for our next phase as a company. I couldn't be more excited about our progress to date, and the opportunity ahead of us."

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Doug Zanger

Doug Zanger is the Americas editor for The Drum. He leads the Americas editorial team’s content activity in the growing region. Based in Portland, Oregon, he is committed to sharing the most meaningful stories that benefit the global industry and its people. A Minnesota native, Zanger has covered a wide range of brands, issues and personalities, including Aloe Blacc, Seu Jorge, Wendy Clark, Susan Credle, Dan Wieden, Jeff Goodby and more. Fiercely dedicated to diversity, equality and talent, he has interviewed several women in leadership roles through his Exceptional Women of the World podcast.

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