NextRoll vs CAKE
Side-by-side comparison of AI visibility scores, market position, and capabilities
Marketing technology company operating AdRoll (B2C retargeting) and RollWorks (B2B ABM); $164M raised; $56.2M revenue in 2025 with 487 employees; RollWorks named Gartner Magic Quadrant Visionary for ABM.
About
NextRoll is a technology company specializing in data-driven marketing solutions, operating two distinct business units under one corporate umbrella: AdRoll, which serves direct-to-consumer e-commerce brands with retargeting and multi-channel advertising tools, and RollWorks, which provides account-based marketing (ABM) software for B2B sales and marketing teams targeting specific company accounts. Founded in 2007 as AdRoll in San Francisco, the company rebranded as NextRoll in 2019 to reflect its dual business structure. Its proprietary machine learning engine processes data across both platforms to optimize ad targeting, audience segmentation, and campaign performance measurement.
CAKE is a SaaS marketing attribution and partner management platform for performance marketing networks, agencies, and brands. Headquartered in Westlake Village, California.
About
CAKE is a performance marketing technology company headquartered in Westlake Village, California that provides a SaaS affiliate tracking, attribution, and partner management platform serving performance marketing networks, digital marketing agencies, and direct advertisers running performance-based acquisition programs. Originally launched as part of Accelerize Inc. and subsequently acquired by Constellation Software, CAKE has been a fixture in the performance marketing technology market since 2010 — establishing a reputation for reliability and feature depth among professional affiliate networks and performance agencies that manage high-volume, multi-advertiser performance programs requiring robust tracking infrastructure and granular reporting.
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