How Much Does RollWorks (AdRoll ABM) Cost in 2026?

RollWorks has evolved into the ad-tech-native ABM platform integrated with AdRoll + NextRoll parent ecosystem. For organizations prioritizing ABM-through-advertising (paid media-driven ABM programs) vs orchestration-first ABM (6sense/Demandbase), RollWorks is the category's strongest ad-tech-native alternative. The NextRoll parent company brings decades of programmatic advertising expertise + global ad network reach, enabling RollWorks to deliver account-based display + retargeting capability at materially lower cost than Demandbase Advertising Platform enterprise deployments. Unique pay-as-you-go Account-Based Retargeting model ('no fee to get started, pay only for media') is distinctive in ABM category. For mid-market B2B SaaS with modest ABM ad budgets ($500-5,000/month typical), RollWorks Self-Service enables programmatic account-based retargeting without subscription commitment. Minimum daily spend $5 + minimum daily budget $10 = $150-300/month minimum — materially cheaper entry point than Demandbase enterprise programmatic pricing. Dynamic CPM pricing means ad costs vary by audience specificity + demand. Narrow ABM audiences (e.g., 50 target accounts + specific job titles) carry higher CPMs ($25-75 typical) than broader audiences ($10-25 typical). Budget CPM variability based on target account list size + ICP specificity. ABM+Advertising subscription package (end-to-end ABM + revenue team collaboration) is the mid-tier RollWorks deployment. Industry estimates $30,000-150,000+/year depending on platform features + media commitment. Includes account-based orchestration + ad campaigns + measurement + attribution. Account-Based Marketing package (strategy + orchestration without advertising focus) industry estimates $20,000-80,000+/year. For organizations wanting ABM orchestration without ad media investment, this is RollWorks' cheapest subscription tier. Managed Services Advanced Package (1-year commitment) provides full platform access + free ad credits + guaranteed services with qualifying spend. Industry estimates $50,000-200,000+/year depending on ad credit allocation + service level. For organizations wanting turnkey ABM with managed execution, Advanced Package is competitive with internal ABM team + 6sense/Demandbase platform + agency combined TCO. rollworks.com/pricing 301 redirects to adroll.com/pricing — reflects NextRoll brand consolidation strategy. RollWorks still operates as distinct brand but shares pricing/procurement infrastructure with AdRoll. For historically RollWorks-interested procurement, verify current brand positioning + product continuity during evaluation. Where RollWorks wins: ad-tech-native ABM with NextRoll parent (decades of programmatic advertising expertise), unique pay-as-you-go Account-Based Retargeting with no subscription commitment ('pay only for media'), cost-effective entry point ($150-300/month minimum) materially cheaper than Demandbase/6sense subscription, Managed Services Advanced Package with free ad credits + guaranteed services competitive vs in-house + agency TCO, strong display advertising + cross-channel attribution + social ads. Where it loses: rollworks.com/pricing redirects to adroll.com (brand consolidation uncertainty), less deep ABM orchestration than 6sense/Demandbase platform capability (advertising-first vs orchestration-first), dynamic CPM pricing creates TCO unpredictability for procurement planning, NextRoll parent consumer advertising focus may dilute B2B ABM specialization over time, smaller enterprise deployments than 6sense/Demandbase for Fortune 1000 programs.