AdRoll’s first-party data capabilities allow advertisers to leverage data collected directly from their own websites and customer interactions for retargeting and prospecting campaigns. This includes website visitor behaviour, email engagement data, CRM records, and purchase history.
As third-party cookies are deprecated, AdRoll has shifted its platform to emphasise first-party data, enabling businesses to build audience segments from their own data rather than relying on third-party tracking networks. This approach delivers more accurate targeting while aligning with the broader industry shift toward privacy-first advertising.
While first-party data is collected directly from users, it still requires proper consent under the GDPR, ePrivacy Directive, and similar regulations. The cookies and tracking pixels that AdRoll deploys on your website to collect behavioural data must be disclosed in your cookie policy and subject to user consent.
Businesses using AdRoll must ensure their consent management solution categorises AdRoll’s cookies correctly and only allows them to fire after the user has opted in to marketing or advertising cookies.
Seers.ai automatically detects AdRoll cookies during its website scan and categorises them under the appropriate consent category. When integrated with Google Consent Mode v2, Seers ensures that AdRoll tags only activate upon receiving valid consent. This seamless integration allows businesses to maximise their first-party data capabilities with AdRoll while maintaining full regulatory compliance
Keep AdRoll tracking compliant while making the most of your first-party data with Seers AI
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