• by Mark Walsh  @markfwal, October 10, 2013

Ad retargeting platform AdRoll is on pace to top $100 million in revenue this year, the company said Thursday. That's double the $50 million annual run rate it announced in January, underscoring how AdRoll has benefited from rollout of the Facebook Exchange (FBX) a year ago.  

AdRoll was one of eight initial ad partners for FBX, which allows marketers to target people within Facebook based on their Web surfing activity outside the social network. Facebook hasn’t specified how much revenue FBX is bringing in to date, but analysts expect it to become an increasingly important part of the company’s ad offerings.

AdRoll noted it now has 10,000 customers in 100 countries, and a 97% retention rate. It plans to expand over the next year, with the addition of new offices in key international markets in the company months and the continued growth of its 34,000-square-foot San Francisco headquarters and 7,000-square-foot New York office.

By the end of this year, AdRoll expects to reach 300 employees.