Proprietary architecture
46 proprietary sub-agents, each purpose-built for paid media. They reason, execute multi-step plans, interact with databases, manage campaigns, and delegate tasks to other sub-agents, all within strict security guardrails and human-in-the-loop approvals. Built from scratch, not assembled from third-party parts.
Two operating modes
Every sub-agent runs in one of two modes. Monitor connects to your platforms, observes everything, and surfaces what matters. Act takes the approved action. The human always decides when the system moves from watching to doing.
Agency principals
In-house performance leads
Maaten-built, end to end
Every layer designed, built, and maintained in-house. Each component feeds the others. Clean data makes smarter sub-agents. Smarter sub-agents produce better campaigns. Better campaigns generate richer data.
Master-Node / Tenant architecture. The master node controls global configuration and deployment. Each client workspace is cloned from a master blueprint and runs independently.
Proprietary cognitive layer
Maaten dynamically selects from four distinct cognitive engines based on task complexity, urgency, and type. Each engine is proprietary. Each serves a different reasoning pattern.
Engine_ReAct
The core autonomous loop. Maaten reasons about the problem, selects a tool, executes it, observes the result, and iterates until the goal is met. An Overseer model runs quality control on every cycle, catching drift and errors before they propagate.
Used for: campaign diagnosis, anomaly investigation, root cause analysis, creative performance review
Engine_PlanExecute
For complex, long-term goals. Maaten writes a complete multi-step execution plan before taking any action, then completes tasks sequentially. Each step is validated against the plan before proceeding.
Used for: multi-platform campaign builds, cross-channel budget reallocation, quarterly reporting cycles
Engine_Swarm
Maaten receives the prompt, decomposes it into sub-tasks, and delegates each to the specialist sub-agent best equipped for it. Results are composed back into a unified response. This is how Maaten coordinates multiple sub-agents on a single complex request.
Used for: cross-channel performance reviews, multi-agent campaign launches, requests spanning multiple domains
Engine_ZeroShot
No reasoning overhead. Simple, well-defined tasks execute in parallel at maximum speed. Used when the task is clear and the cost of deliberation exceeds the cost of execution.
Used for: metric lookups, status checks, format conversions, notification dispatches
Purpose-built tooling
Sub-agents do not generate suggestions and stop. They execute. Maaten assigns specific tools to each sub-agent. No sub-agent has access to tools outside its scope. Every tool was written in-house.
Data and Memory
Action and Execution
Cognitive and Self-Reflective
Web and File Operations
Representative sample. The cognitive and self-reflective tools (tool_drift, tool_prompt, tool_diagnose, tool_save_knowledge) are proprietary to Maaten.
Proprietary memory system
Three proprietary memory systems run in parallel, each serving a different purpose.
Layer 1
Immediate task context inside the model. What the sub-agent is working on right now. Scoped to the current session.
Layer 2
Long-term, vectorised memory stored in Qdrant. Account-level patterns, audience behaviour, creative performance signals, seasonal trends. Queryable by any sub-agent with access. Persists indefinitely.
Layer 3
Persistent across all sessions. Queryable and joinable to the data lake. Where sub-agent learnings become part of the shared dataset. A bid strategy that overperforms gets reinforced. A creative angle that underperforms gets downweighted.
Retrieval-Augmented Generation (RAG): Sub-agents pull the right slice of the lake or knowledge base at query time, so answers are grounded in the customer's actual data rather than the model's training set. A proprietary WebGL interface renders the semantic memory as a navigable 3D structure for diagnostics.
The sub-agent catalogue
Each sub-agent has scoped tool access, scoped data access, and governed actions. No hand-offs. No gaps. No third-party sub-agents.
Builder Sub-Agent. You describe your business. The Builder sub-agent creates your company structure, selects which specialist sub-agents to deploy, sets their parameters, and connects their data sources. Onboarding is itself agentic. No configuration forms. No setup project.
Monitoring and Detection ·11 sub-agents
| Sub-agent | Status |
|---|---|
| Meta Monitoring Agent | Production |
| Google Monitoring Agent | Production |
| GA4 Monitoring Agent | Production |
| Pacing Controller | Production |
| Optimization Scanner | Production |
| Enhanced Anomaly Detector | Production |
| Consistency Guardian | Production |
| Campaign Health Scorer | Development |
| Detection Quality Agent | Development |
| Goal Progress Monitor | Development |
| Drift Compass | Development |
Analysis and Intelligence ·13 sub-agents
| Sub-agent | Status |
|---|---|
| Ask Maaten Query Agent | Production |
| Audience Analyst | Production |
| Creative Analyst | Production |
| Landing Page Agent | Production |
| Attribution Analyst | Development |
| Competitor Analysis | Development |
| Incrementality Analyst | Development |
| Persona Analyst | Development |
| Marketing Effectiveness Guardian | Development |
| Video Analytics | Development |
| Web Analytics Agent | Development |
| Segmentation Analyst | Development |
| Benchmarks and Targets | Development |
Strategy, Forecasting, and Allocation ·9 sub-agents
| Sub-agent | Status |
|---|---|
| Budget | Production |
| Paid Media Strategist | Development |
| Incrementality Budget Allocator | Development |
| Forecasting Agent | Development |
| Marketing Mix Modeler | Development |
| ML Predictive Agent | Development |
| CLV Prediction Agent | Development |
| Goal Feasibility Agent | Development |
| Campaign Expansion Evaluator | Development |
Creation and Execution ·7 sub-agents
| Sub-agent | Status |
|---|---|
| Campaign Builder | Production |
| Paid Search | Production |
| Taxonomy Guardian | Development |
| Naming Analyzer | Development |
| Cross-Platform Translator | Development |
| Geo Experimentation Agent | Development |
| Test Designer | Planned |
Coordination and Operations ·6 sub-agents
| Sub-agent | Status |
|---|---|
| Account Manager | Production |
| Head of Data | Development |
| Workflow Dispatcher | Development |
| GTM Coordinator | Development |
| GTM Strategic Brain | Development |
| Cross-Channel Teacher | Development |
Control, security, and governance
Security, governance, cost control, and access management are structural. Every layer is proprietary and enforced by the orchestration runtime.
Proprietary
Not rate-limiting. Not an off-the-shelf WAF. Maaten's proprietary firewall and AbuseGuard actively scan every input for jailbreaks, prompt injections, and toxic intent before the LLM ever processes it. Malicious prompts are blocked at the perimeter, not after inference.
Enforced
For high-risk actions ·structural campaign changes, budget moves above threshold, mass communications ·the sub-agent queues an approval request. The action pauses until a human admin approves. No exceptions. No overrides.
Structural
Client data is physically segregated into specific directories. Multi-tenant infrastructure, isolated data. Organisations never share data, memory, or sub-agent state. Isolation is structural, not policy-based.
Complete
Every sub-agent action logged: what happened, what data triggered it, which rule it followed, who approved it, what the outcome was. Traceable end to end. Built into the orchestration architecture from day one.
Configurable
Per organisation: who can hire sub-agents, who can approve actions, who can view reports, who can modify guardrails. Every permission boundary is enforced by the orchestration layer.
First-class
Per-agent, per-task token budgets with anomaly alerts. Intelligent routing to the most cost-effective model for each task. Caching layer for repeated queries. Anti-runaway-loop protection prevents recursive sub-agent calls from spiralling.
Earned, not licensed
Maaten is an approved developer on Meta, Google, and TikTok. Raw data access and campaign push via secure, official API ·inside the channel relationship, not around it.
Live integrations
Planned integrations
Future channels
Notification layer. Native Web Push API via VAPID keys for browser-level push notifications. Sub-agents can alert users directly without email or Slack dependency.
Named, owned, maintained
| Component | Purpose |
|---|---|
| Agentic Engine | Orchestration runtime. Coordinates sub-agents, manages lifecycle, selects cognitive engine per task. |
| Data Uniformity Engine | Cross-platform metric standardisation. Consistent joining keys. |
| ELT Pipeline | Custom-built. Full control over extraction, loading, and transformation. |
| Gold Tables | Refined, query-ready tables. 13+ business dimensions per campaign. Documented schemas. |
| Maaten ID | Universal joining key across platforms and the full data lifecycle. |
| Semantic Mesh | Natural language query layer. Powers "Ask Maaten." Plain English to structured queries. |
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