Perpetual Traffic 5 Secrets of AdRoll's CTV Breakthrough REVEALED With Vibhor Kapoor
Dec 5, 2025
Vibhor Kapoor, Chief Business Officer at NextRoll, dives deep into the evolving landscape of connected TV (CTV) advertising. He reveals how CTV has transformed from a brand awareness tool to a precise full-funnel performance channel. Discussion highlights include the importance of audience data, impactful repurposed social creatives driving higher ROAS, and innovative AI strategies for budget optimization. With real-world success stories, Vibhor showcases why integrating CTV into your marketing mix is essential for 2026 and beyond.
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AdRoll Is Now A Full‑Funnel Platform
- AdRoll evolved from a display retargeting tool into a connected advertising platform covering full-funnel, multi-channel campaigns across B2B and B2C.
- Vibhor Kapoor emphasizes deep integrations with Shopify, HubSpot, and Salesforce to run and measure cross-channel campaigns.
Deduplicate Data Before Optimizing Spend
- Use AdRoll's cross-channel attribution to compare channels with consistent attribution models like last‑click or weighted attribution.
- Deduplicate multi-channel data before optimizing budgets so you shift spend based on true contribution.
AI Agents For Guardrailed Budget Shifts
- Vibhor describes human-assisted AI agents that can shift budget automatically within guardrails and optimize media mix.
- Early agentic tools can create campaigns, report, and make constrained optimizations for marketers.