In the latest episode of UpYourStack, Aptitude 8 Co-CEO Noah Berk sat down with Vibhor Kapoor, Chief Business Officer at NextRoll. Vibhor is at the helm of two of the most influential platforms in AdTech: AdRoll for DTC brands and RollWorks for B2B organizations.
But this conversation wasn’t just about platforms—it was about intelligence.
Predicting More Than Wall Street
“We do more predictions on an everyday basis than the New York Stock Exchange.”
Vibhor’s opening remark set the tone. NextRoll processes trillions of data points through its proprietary AI model, enabling predictive advertising at scale. This isn’t outsourced tech. It’s all homegrown—models like BidIQ and InIQ are baked into their infrastructure.
It’s a data science-driven approach that unlocks more than just click-throughs. It powers dynamic bidding, real-time budget pacing, and granular audience segmentation.
Bidirectional Sync with HubSpot
The magic really happens when RollWorks plugs into HubSpot.
NextRoll’s RollWorks platform integrates bidirectionally with HubSpot. It:
- Imports HubSpot contact data and segments
- Analyzes high-fit and high-intent accounts with AI
- Launches hyper-targeted ad campaigns
- Sends engagement data back into HubSpot for Sales and Marketing to act on
Where Are These Ads Happening?
NextRoll meets your audience where they already are:
- Open Web (e.g., New York Times, niche B2B blogs)
- LinkedIn and social platforms
- Connected TV and Digital Out-of-Home (think audio ads and billboards)
- Native and web ads
What Powers This?
The foundation is NextRoll’s cross-device identity graph. This graph synthesizes behavior from across the web—millions of domains—and categorizes it into interests, behaviors, and buying signals.
Imagine knowing your ideal customer is a tech executive shopping for a web analytics tool and likes black sweaters and guitars. That’s the level of contextual intelligence we’re talking about.
Built for a Privacy-First World
Here’s the twist: NextRoll is doing all this while being one of the most privacy-forward platforms in the game.
They're not just talking the talk. NextRoll is an active participant in Google’s Privacy Sandbox Initiative and was the only B2B AdTech company to successfully test compliant targeting models for the post-cookie future.
Their approach?
- No personal data misuse
- Behavior-based targeting using anonymized cohorts
- Compliance baked into the tech, not bolted on after the fact
As Vibhor puts it: “It’s possible to respect privacy and still deliver high-performance advertising.”
Who Is This For?
NextRoll isn’t just for enterprise giants.
RollWorks fits best for:
- Mid-market and enterprise B2B companies
- Teams with mature marketing operations
- Organizations using HubSpot and looking to level-up account-based engagement
Big Takeaways
- AI at Scale: NextRoll’s BidIQ model can process and optimize trillions of data points per day.
- HubSpot-Native Growth: The bidirectional RollWorks integration closes the loop between ads, leads, and revenue.
- Privacy-First Future: Compliance isn't an afterthought—it’s the foundation.
- Custom Fit: AdRoll for DTC, RollWorks for B2B, both built for purpose.
Final Thoughts from Vibhor
“You can’t just build something that’s possible. You have to build something that’s needed.”
NextRoll’s mission aligns perfectly with the direction of modern marketing—privacy-conscious, data-activated, and integrated across the GTM stack.
Your Turn
Are you using HubSpot for ABM?
Do you have a plan for ads in a post-cookie world?
Let us know your take in the comments or share your experiences with predictive advertising.
