Compare AdRoll ABM (Formerly RollWorks) and Metadata.io 
Featured Products
At a Glance
Market Segments
Mid-Market (57.1% of reviews)
Mid-Market (67.4% of reviews)
Entry-Level Pricing
No pricing available
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AdRoll ABM (Formerly RollWorks)
Star Rating
(631)4.3 out of 5
Market Segments
Mid-Market (57.1% of reviews)
Pros & Cons
Entry-Level Pricing
No pricing available
Learn more about AdRoll ABM (Formerly RollWorks)Metadata.io
Star Rating
(299)4.6 out of 5
Market Segments
Mid-Market (67.4% of reviews)
Pros & Cons
Entry-Level Pricing
Contact Us
Free Trial is available
Learn more about Metadata.ioSummary
AI Generated Summary
AI-generated. Powered by real user reviews.
- G2 reviewers report that Metadata.io excels in providing a data-driven marketing experience, with users highlighting its ability to automate campaigns while actively experimenting and reallocating budgets based on real performance. This feature is particularly beneficial for B2B marketers looking to optimize their ad spend effectively.
- Users say that AdRoll ABM (Formerly RollWorks) offers a user-friendly setup, making it easy for teams to launch campaigns quickly. Reviewers appreciate the intuitive interface and the support from account managers during the onboarding process, which helps in achieving immediate ROI.
- According to verified reviews, Metadata.io stands out for its high-quality support, with users praising the platform's responsiveness and the expertise of its support team. This level of assistance is crucial for businesses that require ongoing guidance in their marketing efforts.
- Reviewers mention that AdRoll ABM provides excellent visibility into campaign performance, allowing users to easily track what’s working and what isn’t. This feature enables marketers to make informed adjustments to their strategies, enhancing overall effectiveness.
- G2 reviewers highlight that while Metadata.io is particularly strong in account-level insights and lead analysis, some users feel it may require a steeper learning curve for those unfamiliar with advanced marketing automation tools.
- Users report that AdRoll ABM, while effective, sometimes lacks the advanced targeting capabilities that Metadata.io offers, which can be a drawback for businesses looking for more sophisticated account-based marketing strategies.
Pricing
Entry-Level Pricing
AdRoll ABM (Formerly RollWorks)
No pricing availableMetadata.io
Metadata Campaigns
Contact Us
From patented audience targeting to advanced reporting and AI-powered optimizations, Metadata offers a versatile suite of B2B marketing solutions that can adapt to your company’s unique goals and use cases.
At scale, Metadata consolidates Paid Social and Paid Search channels into one platform. Metadata's AI optimizes campaigns across channels for metrics based on data from your CRM/MAP like meetings, pipeline, and revenue. Not only achieving greater results, but also getting time back in your team's day.
The enhanced reporting lets customers know exactly what drives revenue, from audiences to individual creatives contributions to pipeline.
Lead enrichment is included in some packages.
- Patented Audience Targeting
- Enhanced Reporting
- AI Agents
Free Trial
AdRoll ABM (Formerly RollWorks)
No trial information availableMetadata.io
Free Trial is available
Ratings
Meets Requirements
8.4
513
8.9
213
Ease of Use
8.4
518
8.6
215
Ease of Setup
8.3
342
8.5
111
Ease of Admin
8.6
260
8.7
109
Quality of Support
8.9
493
9.5
214
Has the product been a good partner in doing business?
8.9
265
9.4
110
Product Direction (% positive)
8.6
477
9.7
196
Features by Category
Data Availability
8.0
67
Not enough data
8.4
71
Not enough data
7.0
54
|
Verified
Not enough data
6.2
21
Not enough data
Data Accuracy
8.1
62
Not enough data
8.3
65
Not enough data
6.8
19
Not enough data
Agentic AI - Sales Intelligence
6.7
5
Not enough data
6.7
5
Not enough data
6.7
5
Not enough data
6.3
5
Not enough data
6.3
5
Not enough data
6.7
5
Not enough data
Platform
Feature Not Available
Not enough data
8.5
51
|
Verified
Not enough data
8.8
47
Not enough data
8.0
52
|
Verified
Not enough data
5.9
33
|
Verified
Not enough data
7.5
38
Not enough data
Features
8.2
58
Not enough data
8.7
65
Not enough data
7.0
33
Not enough data
8.0
50
Not enough data
7.9
59
|
Verified
Not enough data
7.2
32
Not enough data
Feature Not Available
Not enough data
8.0
60
|
Verified
Not enough data
7.3
48
|
Verified
Not enough data
Channel Functionality
8.6
186
Not enough data
Platform Interoperability
7.4
75
Not enough data
Agentic AI - Display Advertising
6.6
19
Not enough data
6.8
19
Not enough data
6.7
19
Not enough data
6.8
19
Not enough data
7.0
19
Not enough data
6.9
19
Not enough data
Campaign Management
8.3
180
Not enough data
7.9
169
Not enough data
8.3
170
Not enough data
7.6
138
Not enough data
8.3
149
Not enough data
8.5
128
Not enough data
8.2
111
Not enough data
7.8
114
Not enough data
8.2
147
Not enough data
7.7
137
Not enough data
7.8
113
Not enough data
Feature Not Available
Not enough data
7.5
98
Not enough data
Targeting
8.6
185
Not enough data
8.9
182
Not enough data
8.3
150
Not enough data
8.0
129
Not enough data
Platform
8.2
144
Not enough data
7.6
142
Not enough data
8.7
164
Not enough data
8.6
167
Not enough data
8.3
136
Not enough data
8.0
138
Not enough data
8.1
126
Not enough data
Feature Not Available
Not enough data
7.9
127
Not enough data
Lead Intelligence
8.2
87
|
Verified
8.8
18
8.6
94
8.7
21
7.8
75
8.6
22
Lead Management
8.3
104
9.1
22
7.5
79
8.2
14
8.2
101
8.9
19
Marketing Campaigns
8.0
93
9.4
20
7.5
76
9.2
16
7.7
83
8.9
19
7.8
74
|
Verified
9.3
18
7.9
85
9.0
20
Campaign Execution
7.3
62
7.9
13
8.3
90
8.9
19
8.4
82
8.8
16
7.4
64
6.0
7
Agentic AI - Account Data Management
6.7
30
Not enough data
7.1
33
Not enough data
6.9
29
Not enough data
6.7
29
Not enough data
7.0
30
Not enough data
Lead Generation
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Retargeting
7.4
65
Not enough data
8.6
142
Not enough data
8.2
131
Not enough data
8.1
148
Not enough data
8.3
114
Not enough data
8.0
117
Not enough data
7.8
113
Not enough data
Agentic AI - Retargeting
6.7
18
Not enough data
6.6
18
Not enough data
6.8
18
Not enough data
6.8
19
Not enough data
6.7
18
Not enough data
7.2
19
Not enough data
Data Sourcing
9.1
9
Not enough data
8.1
7
Not enough data
8.1
6
Not enough data
7.8
6
Not enough data
Intelligence
8.1
8
Not enough data
8.9
6
Not enough data
7.7
5
Not enough data
Data Availability
7.4
90
Not enough data
8.1
97
Not enough data
6.9
60
Not enough data
Platform Additional Functionality
8.4
96
Not enough data
7.9
71
Not enough data
7.3
51
Not enough data
8.0
76
Not enough data
8.2
88
Not enough data
Platform Basics
8.7
35
9.4
30
8.2
37
8.9
31
8.0
34
Feature Not Available
9.3
9
Not enough data
8.6
6
Not enough data
Platform Data
8.5
40
8.9
31
8.2
33
9.0
28
Platform Additional Functionality
8.7
39
8.9
33
Agentic AI - Account-Based Orchestration Platforms
7.8
6
Not enough data
7.8
6
Not enough data
7.2
6
Not enough data
7.2
6
Not enough data
7.8
6
Not enough data
Artificial Intelligence
8.6
7
Not enough data
6.7
5
Not enough data
Platform Basics
8.6
217
8.8
72
Platform Data
8.3
214
8.8
95
7.6
197
8.6
86
Platform Additional Functionality
Feature Not Available
9.1
86
8.1
206
8.8
90
Agentic AI - Account-Based Advertising
6.4
22
Not enough data
6.4
22
Not enough data
6.7
22
Not enough data
6.9
21
Not enough data
6.1
22
Not enough data
6.6
24
Not enough data
Platform Interoperability
Not enough data
Not enough data
Video Functionality
8.8
7
Not enough data
Agentic AI - Video Advertising
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Campaign Management
8.3
180
Not enough data
7.9
169
Not enough data
8.3
170
Not enough data
7.6
138
Not enough data
8.3
149
Not enough data
8.5
128
Not enough data
8.2
111
Not enough data
7.8
114
Not enough data
8.2
147
Not enough data
7.7
137
Not enough data
7.8
113
Not enough data
Feature Not Available
Not enough data
7.5
98
Not enough data
Targeting
8.6
185
Not enough data
8.9
182
Not enough data
8.3
150
Not enough data
8.0
129
Not enough data
Platform
8.2
144
Not enough data
7.6
142
Not enough data
8.7
164
Not enough data
8.6
167
Not enough data
8.3
136
Not enough data
8.0
138
Not enough data
8.1
126
Not enough data
Feature Not Available
Not enough data
7.9
127
Not enough data
Platform Interoperability
7.3(won by default)
25
Not enough data
Agentic AI - Social Media Advertising
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Social Functionality
7.3(won by default)
48
Not enough data
Campaign Management
8.3(won by default)
180
Not enough data
7.9(won by default)
169
Not enough data
8.3(won by default)
170
Not enough data
7.6(won by default)
138
Not enough data
8.3(won by default)
149
Not enough data
8.5(won by default)
128
Not enough data
8.2(won by default)
111
Not enough data
7.8(won by default)
114
Not enough data
8.2(won by default)
147
Not enough data
7.7(won by default)
137
Not enough data
7.8(won by default)
113
Not enough data
Feature Not Available
Not enough data
7.5(won by default)
98
Not enough data
Targeting
8.6(won by default)
185
Not enough data
8.9(won by default)
182
Not enough data
8.3(won by default)
150
Not enough data
8.0(won by default)
129
Not enough data
Platform
8.2(won by default)
144
Not enough data
7.6(won by default)
142
Not enough data
8.7(won by default)
164
Not enough data
8.6(won by default)
167
Not enough data
8.3(won by default)
136
Not enough data
8.0(won by default)
138
Not enough data
8.1(won by default)
126
Not enough data
Feature Not Available
Not enough data
7.9(won by default)
127
Not enough data
Lead Intelligence
7.8
10
8.7
33
|
Verified
7.2
10
8.9
33
|
Verified
7.0
11
8.5
34
|
Verified
7.1
11
8.7
32
|
Verified
7.0
10
Feature Not Available
Agentic AI - Lead Intelligence
6.9
6
Not enough data
Demand Side Platforms
Not enough data
Not enough data
Agentic AI - Demand Side Platform (DSP)
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Campaign Management
8.3
180
Not enough data
7.9
169
Not enough data
8.3
170
Not enough data
7.6
138
Not enough data
8.3
149
Not enough data
8.5
128
Not enough data
8.2
111
Not enough data
7.8
114
Not enough data
8.2
147
Not enough data
7.7
137
Not enough data
7.8
113
Not enough data
Feature Not Available
Not enough data
7.5
98
Not enough data
Targeting
8.6
185
Not enough data
8.9
182
Not enough data
8.3
150
Not enough data
8.0
129
Not enough data
Demand Side Platforms
9.0
7
Not enough data
8.3
7
Not enough data
8.1
6
Not enough data
Platform
8.2
144
Not enough data
7.6
142
Not enough data
8.7
164
Not enough data
8.6
167
Not enough data
8.3
136
Not enough data
8.0
138
Not enough data
8.1
126
Not enough data
Feature Not Available
Not enough data
7.9
127
Not enough data
Platform - Connected TV (CTV) Advertising Platforms
Not enough data
Not enough data
9.0
5
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Campaign Management - Connected TV (CTV) Advertising Platforms
9.0
5
Not enough data
9.3
5
Not enough data
Agentic AI - Connected TV (CTV) Advertising Platforms
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Agentic AI - Visitor Identification
Not enough data
Not enough data
Agentic AI - Marketing Account Intelligence
5.3
5
Not enough data
4.7
5
Not enough data
5.3
5
Not enough data
5.3
5
Not enough data
Lead Intelligence
8.3
62
Feature Not Available
8.4
77
8.8
54
7.6
59
8.9
57
Lead Management
8.6
71
8.9
59
7.8
49
8.4
44
8.4
57
8.7
54
Marketing Campaigns
7.8
48
8.8
53
7.3
40
Feature Not Available
7.8
42
9.0
53
8.1
42
8.6
48
8.1
47
8.6
53
Data Availability - Marketing Account Intelligence
7.1
11
Not enough data
Data Accuracy - Marketing Account Intelligence
7.0
11
Not enough data
Agentic AI - Account-Based Analytics
6.9
18
Not enough data
7.1
18
Not enough data
6.8
18
Not enough data
6.7
17
Not enough data
6.6
18
Not enough data
Lead Intelligence
8.0
111
8.5
38
8.3
129
8.9
46
7.4
109
9.0
45
Lead Management
8.3
124
8.8
52
7.8
102
8.4
37
8.4
124
8.7
41
Marketing Campaigns
7.8
107
9.1
44
7.4
94
8.9
32
7.6
110
9.2
46
7.5
101
8.9
39
7.5
111
8.6
44
8.3
119
9.0
33
Agentic AI - Cross-Channel Advertising
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Agentic AI - Native Advertising
6.7
7
Not enough data
6.2
7
Not enough data
6.4
7
Not enough data
6.4
7
Not enough data
6.4
7
Not enough data
6.2
7
Not enough data
Marketing Distribution
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Campaign Planning
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Integrations
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Not enough data
Categories
Categories
Shared Categories
AdRoll ABM (Formerly RollWorks) and Metadata.io are categorized as Account-Based Advertising, Account-Based Orchestration Platforms, Account-Based Analytics, Marketing Account Intelligence, Account Data Management, and Lead Intelligence
Unique Categories
AdRoll ABM (Formerly RollWorks) is categorized as Connected TV (CTV) Advertising Platforms, Buyer Intent Data Providers, Retargeting, Customer Data Platform (CDP), Visitor Identification, Native Advertising, Cross-Channel Advertising, Demand Side Platform (DSP), Video Advertising, Social Media Advertising, Display Advertising, and Sales Intelligence
Metadata.io has no unique categories
Reviews
Reviewers' Company Size
AdRoll ABM (Formerly RollWorks)
Small-Business(50 or fewer emp.)
Mid-Market(51-1000 emp.)
Enterprise(> 1000 emp.)
Metadata.io
Small-Business(50 or fewer emp.)
Mid-Market(51-1000 emp.)
Enterprise(> 1000 emp.)
Small-Business
(50 or fewer emp.)
Mid-Market
(51-1000 emp.)
Enterprise
(> 1000 emp.)
Reviewers' Industry
Computer Software
27.4%
Information Technology and Services
15.2%
Marketing and Advertising
11.7%
Financial Services
5.1%
Hospital & Health Care
2.8%
Other
37.7%
Computer Software
45.0%
Information Technology and Services
14.8%
Marketing and Advertising
13.7%
Financial Services
3.4%
Computer & Network Security
3.1%
Other
19.9%
Alternatives
Discussions
When is full HubSpot Integration coming?
1 Comment
EC
Hi Kate, Thanks for your question!
RollWorks currently has a bidirectional integration that syncs HubSpot contact + company data, and sends RollWorks...Read more
What new integrations are coming for those running the Hubspot platform?
1 Comment
G2
How can any amount of someone's hard earned money just disappear into thin air without a trace nor explanation?
I almost believed it when I lost my...Read more
Check out our help center!
1 Comment
Official Response from AdRoll ABM (Formerly RollWorks)
https://help.rollworks.com/Read more
Do I need my own separate subscription to a DSP or 3rd Party Data Providers?
2 Comments
GA
Comment deleted by user.Read more
What types of teams get the most value from Metadata?
1 Comment
Official Response from Metadata.io
Demand generation, ABM, and performance marketing teams running paid programs see the most value. It’s particularly impactful for revenue-focused teams...Read more
How does Metadata scale as spend and complexity increase?
1 Comment
Official Response from Metadata.io
Metadata scales automatically as budgets, channels, and campaign variations grow. AI agents manage increasing complexity without requiring proportional...Read more
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