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Advertising pixel from AdRoll (NextRoll)

AdRoll and website tracking lawsuits

The AdRoll pixel tracks visitors so AdRoll can show them your ads on other websites.

Free, about a minute, no signup for your score.

What Suitcast knows about AdRoll

High risk

Type
Advertising pixel
Complaints naming it, 12 months
13

Requests the scanner matches to it

  • s.adroll.com
  • d.adroll.com
  • .adroll.com

The short answer

AdRoll is an advertising pixel from AdRoll (NextRoll). Suitcast rates its risk under the California Invasion of Privacy Act, CIPA, as high, because complaints describe scripts like it recording visitors before they consent. It is named in 13 verified complaints in the last 12 months. The fix is to load it only after a visitor accepts, or to remove it when it is not used.

Why complaints name it

Complaints describe it as tagging visitors for retargeting and sharing their activity with an ad network before consent.

The act allows $5,000 per violation, which is why firms look for scripts that run the moment a page opens.

The fix

How to stop AdRoll firing before consent

Written for the person who runs the site, with the setting to change.

  1. Give it an ad_storage consent requirement in Google Tag Manager or load it through your consent plugin so it fires only after accept.

  2. Remove it if your AdRoll campaigns have ended.

How the scan checks this

  1. Loads your pages like a first visit. A real browser, nothing clicked, nothing accepted.
  2. Checks every request before the banner is answered. A request to s.adroll.com is matched to AdRoll and recorded with the millisecond it fired.
  3. Clicks reject and watches again. When the banner has a reject button, the scan presses it; if AdRoll keeps firing, the report says so.

Scanner rules and limits are on the methodology page.

Trend

Complaints naming AdRoll, month by month

Verified tracking complaints whose text names this script, by the month they were filed.

Website accessibility (ADA) Website tracking (CIPA)

November 2025 to October 2026, current month to date

Industries

Industries sued over AdRoll

Verified complaints naming this script, by the defendant's industry.

By the defendant's industry

Verified filings, 12 months
  1. 1Auto dealers and repair1
  2. 2Entertainment and media1
  3. 3Banks, lenders and insurance1

Court records

Latest verified complaints naming AdRoll

Newest first. Every row links to the court record.
  1. Tracking

    Aarons v. NextRoll, Inc.

    N.D. California. Attributed to California

    Court recordfor Aarons v. NextRoll, Inc. (opens in a new tab)
  2. Tracking

    Dana Hughes v. DraftKings Inc.

    C.D. California. Attributed to Nevada

    Court recordfor Dana Hughes v. DraftKings Inc. (opens in a new tab)
  3. Tracking

    Brownlee v. Apex Advising LLC

    N.D. California, filed by Farnese P.C.. Attributed to New Jersey

    Court recordfor Brownlee v. Apex Advising LLC (opens in a new tab)
  4. Tracking

    Campos v. Landry's, Inc.

    N.D. California, filed by Sheppard

    Court recordfor Campos v. Landry's, Inc. (opens in a new tab)
  5. Tracking

    Schallert v. LeagueApps, Inc.

    S.D. New York. Attributed to Delaware

    Court recordfor Schallert v. LeagueApps, Inc. (opens in a new tab)
  6. Tracking

    Lawrence Schallert v. Sensient Technologies Corporation

    C.D. California. Attributed to Wisconsin

    Court recordfor Lawrence Schallert v. Sensient Technologies Corporation (opens in a new tab)
  7. Tracking

    Chen Wang Cole v. Baby Needs Inc.

    C.D. California. Attributed to North Carolina

    Court recordfor Chen Wang Cole v. Baby Needs Inc. (opens in a new tab)
  8. Tracking

    McPhee v. Big Brand Tire & Service

    N.D. California, filed by Potter Handy, LLP. Attributed to California

    Court recordfor McPhee v. Big Brand Tire & Service (opens in a new tab)
  9. Tracking

    Mark Glinoga v. Sullivan Entertainment Inc

    C.D. California

    Court recordfor Mark Glinoga v. Sullivan Entertainment Inc (opens in a new tab)
  10. Tracking

    Haviland v. Rokt Inc.

    E.D. California, filed by Cozen O'Connor, Santa Monica. Attributed to California

    Court recordfor Haviland v. Rokt Inc. (opens in a new tab)
  11. Tracking

    Matthew Sorensen v. The HON Company LLC

    C.D. California. Attributed to Iowa

    Court recordfor Matthew Sorensen v. The HON Company LLC (opens in a new tab)
  12. Tracking

    Dana Hughes v. Valley National Bank

    C.D. California. Attributed to New Jersey

    Court recordfor Dana Hughes v. Valley National Bank (opens in a new tab)
  13. Tracking

    Tomasian v. Interdent Services Corporation

    E.D. California, filed by Bursor & Fisher P.A.. Attributed to California

    Court recordfor Tomasian v. Interdent Services Corporation (opens in a new tab)
  14. Tracking

    Dana Hughes v. Pure Storage, Inc.

    C.D. California. Attributed to Delaware

    Court recordfor Dana Hughes v. Pure Storage, Inc. (opens in a new tab)
  15. Tracking

    Jane Heiting v. Insurity LLC

    C.D. California, filed by Tauler Smith LLP. Attributed to Delaware

    Court recordfor Jane Heiting v. Insurity LLC (opens in a new tab)

Same type

Other advertising pixels the scanner checks

Scripts of the same kind carry the same pattern in complaints, and the same fix.

Questions owners ask

Whether AdRoll is a problem, how to check your site, and where the counts come from.
Is having AdRoll on my site illegal?
No. The complaints do not claim the script is illegal; they claim it recorded a visitor before the visitor consented, or kept recording after the visitor declined. Loading AdRoll only after consent, or removing it when it is not used, is what removes the pattern the complaints describe.
How do I know if AdRoll fires before consent on my site?
Run the free scan. It loads your pages without clicking anything and checks every request that leaves the browser against its tracker catalog, recording the millisecond each match fired. If AdRoll appears, it fired before consent. When your banner has a reject button, the scan clicks it and reports whether the script kept firing.
Where do the case counts on this page come from?
From the complaint text of verified California Invasion of Privacy Act filings. When a complaint names this script, the case is linked to it. Complaints that are not yet available in the public record are not counted, so the number is a floor.

Keep going

Does AdRoll fire before consent on your site?

The free scan checks every request your pages make before the banner is answered, shows the millisecond AdRoll fired, and whether it kept firing after reject.

Free, about a minute, no signup for your score.

Suitcast identifies risk indicators. It is not legal advice and does not determine compliance.