Maaten for In-house Teams · Full governance, total transparency

Why most paid media is broken

Running paid media at scale needs more than tools.

Disconnected platforms, manual work, and single-channel copilots. Paid media that can't see the portfolio, can't act on what it sees, and can't tell you the truth fast enough to do anything about it.

Agencies today

You're running paid media by hand.

No ETL, no data lake, no infrastructure. The work happens in spreadsheets, screenshots and PowerPoint. Cross-channel insight is whatever your campaign manager can stitch together on a Friday afternoon.

Today

What running paid media looks like for most agencies.

Naming conventions and tracking standards live in manual spreadsheets, applied inconsistently across accounts.
Reporting comes direct from each platform UI. Screenshot Instagram, export Google Ads, copy into PowerPoint.
Basic dashboard tooling like Whatagraph or AgencyAnalytics shows channels side by side. Doesn't reconcile them.
Optimisation happens inside each platform, by hand. Nobody sees the portfolio. Budget shifts on gut feel.
Renewals depend on whether the campaign manager can tell a coherent cross-channel story. Most can't.

On Maaten

Enterprise-grade infrastructure, with AI on top, in one product.

Clean data at campaign build time. Naming, tracking and taxonomy enforced at the point of creation across every account.
A real attribution data lake. Cross-channel reconciliation on day one, no BI build.
AI agents that optimise across the portfolio, not within a channel. Budget shifts to where ROAS is rising.
White-label reports drafted weekly. The cross-channel story writes itself out of the lake.
Pitch as AI-native. Win the briefs your competitors can't credibly answer.

10×accounts under management

Same team, ten times the coverage. Deeper insight per client, cross-channel reporting around the clock, and the strategic bandwidth to win the next brief.

Enterprise teams today

You built the stack. You still can't see across it.

ETL, lake, BI and governance, a seven-figure stack your data team keeps running. The AI tools on top are single-channel copilots that can't see the portfolio. Maaten connects to your platforms, monitors everything, and surfaces what needs attention. Start in monitor mode. Act when you're ready.

Today's stack

Six vendors, disconnected data, no automation.

ETL pipelines via Fivetran or Stitch. £24k+/year, plus the engineer who maintains them.
Data lake on Snowflake or BigQuery. Schema built and maintained by the data team. Months of work, ongoing admin.
BI on Looker or Tableau. Dashboards built quarter by quarter, never quite what the CMO needed.
Naming governance via Claravine at ~£40k/year. Enforced after the fact, not at the point of campaign build.
AI layer is single-channel copilots: Meta's, Google's, TikTok's. Can't see across channels. Can't shift budget between them.

On Maaten

Two modes. Monitor everything, act when you're ready.

Monitor mode: connect your platforms and Maaten watches. It sees every campaign, every optimisation (or lack of one), every budget shift. Full cross-channel visibility without changing how you operate.
Act mode: when you're ready, agents execute. Approve the optimisation, Maaten puts it live, verifies it on the platform, and continues monitoring. You decide what moves.
Full-funnel attribution from brand to performance. MMM, incrementality and last-click reconciled in one view.
Data pipelines, lake, BI, governance. All native. No Fivetran, no Snowflake licence, no Claravine bill.
Fact-based accountability. See exactly what happened across every channel, every day. Know whether CAC rising is seasonal or structural. Make decisions from data, not reports.

6vendor contracts consolidated

Enterprise teams on Maaten consolidate the entire stack and the maintenance work that came with it. One product, one contract, one operator.

The four requirements

What it takes to run paid media with AI properly.

Most AI tools fail at one of these. Single-platform copilots fail at three. Maaten is the only product that gets all four right, on infrastructure we own end-to-end.

Requirement 01

Clean data captured at campaign build time.

Naming, taxonomy and tracking standards enforced at the moment of creation, not retroactively. Most tools bolt naming on after launch. Maaten gates campaign publish on data hygiene.

What most miss: tools like Claravine enforce naming after the fact. Garbage in, garbage out.

Requirement 02

A real attribution data lake.

Not a last-click dashboard. A lake holding last-click, view-through, MMM and incrementality side by side, reconciled, queryable. Brand spend and performance spend in one place.

What most miss: single-channel copilots have no lake. Cross-channel tools sit on Fivetran pipelines they don't control.

Requirement 03

Cross-channel optimisation, not isolated.

A Meta copilot can't shift budget to TikTok. A Google copilot can't see Meta's saturation. Real performance gains come from the portfolio view, not the channel view.

What most miss: Meta Advantage+, Google Performance Max, TikTok Smart+. All locked inside one channel.

Requirement 04

Full-funnel, brand to performance.

Most attribution stops at last-click. Brand investment never proves ROI properly. Maaten maps every campaign to See, Think, Do, Care funnel stages at build time, then reconciles brand reach, mid-funnel engagement and last-click conversion in one signed-off view.

What most miss: performance tools like Northbeam and Triple Whale are last-click first. Brand never gets credited.

The infrastructure moat

We own every layer. The data pipelines, the lake, the orchestration, the agent layer. No Fivetran. No Snowflake licence. No Claravine bill. No manual data work. The enterprise stack in one product, built to work together from the ground up.

Two ways to run

Monitor everything. Act when you're ready.

Maaten connects to your platforms and watches. It sees every campaign, every optimisation, every budget shift. Start in Monitor mode. Move to Act mode when you trust it.

Monitor mode

See across every client, every channel, one screen.

Connect your platforms and Maaten watches. It catches what your team would find on Friday, on Tuesday. No changes to how you operate.

Creative fatigue flagged before the client notices. Audience saturation, pacing drift, budget waste caught overnight.
Cross-channel opportunities surfaced. TikTok ROAS rising while Meta saturates? You see it Monday, not Friday.
Weekly reports drafted from reconciled data. White-labelled, in your house style. You add the judgement.
No platform changes. Monitor mode is read-only. Your team runs the accounts. Maaten runs the insight.

Act mode

Approve the move. Maaten puts it live.

When you trust the recommendations, flip to Act. Agents execute budget shifts, audience pauses, creative swaps. Every move logged, auditable, reversible.

Approve, then forget. Maaten puts the change live, verifies it on the platform, and keeps monitoring.
Cross-channel execution. Budget shifts from Meta to TikTok happen in minutes, not a morning of platform admin.
Full audit trail. Every action logged with the data behind it, the rule it followed, the human who approved it.
Your strategist owns the decision. Maaten owns the execution. The client relationship stays where it belongs.

Monitor mode

Full visibility. Every channel, every day.

Connect your ad accounts and Maaten watches silently. It sees every campaign, every optimisation, every budget shift across every channel. You see exactly what is happening, backed by data, every morning.

See what changed and what didn't. Know how many optimisations happened this week. Know when nothing happened at all.
Surface the opportunities. Budget reallocation, pacing changes, landing page improvements, creative swaps. Data-backed, ready for review.
Separate signal from noise. CAC rising? Maaten tells you if it is seasonal, competitive, or a genuine campaign problem.
Accountability built in. Make every decision with data, not assumptions. The cross-channel view is on your screen before the meeting starts.

Act mode

Approve the recommendation. Maaten executes.

Ready to act on what you see? Approve a recommendation and Maaten puts it live on the platform, verifies it went through, and continues monitoring the result.

From insight to action in one click. No ticket, no brief, no waiting. The optimisation you approved is live in minutes.
Verified on the platform. Maaten confirms the change went live, then keeps watching performance against the baseline.
Cross-channel shifts. Move budget from saturated channels to rising ROAS. One approval, every platform updated.
Full audit trail. Every decision logged with the data, the rationale and the human who signed it off. Board-ready by default.

Start in Monitor. Nothing changes on the platform. Move to Act when you trust it. Most teams switch inside the first week.

New · if an agency runs your media

The agency accountability layer

Know exactly what your agency is actually doing.

Connect Maaten to your ad accounts in Monitor mode and it watches your agency the same way it watches your campaigns. You finally see whether they're optimising every day, or just collecting a retainer. No access to their tools required. Read-only. Nothing changes on the platform.

Optimising, or just billing?

Maaten logs every change your agency makes, and every week they make none. See how many optimisations actually happened, when budgets last moved, and how long fatigued creative ran untouched. The retainer meets the receipts.

Your own insights and strategy.

Maaten doesn't just report, it analyses. It surfaces the budget shifts, audience fixes and creative refreshes your agency should be making, independently, grounded in your cross-channel data. You walk into the agency call already knowing the answer.

Hand them the brief, not the benefit of the doubt.

Turn each finding into a clear, data-backed instruction for your agency: what to change, why, and the projected uplift. Hold them to a standard instead of hoping. The relationship improves because the conversation finally has facts in it.

Keep them, or replace them, on your terms.

If the agency steps up, you have a sharper partner and proof of the value. If they don't, you already have the cross-channel data lake, the strategy, and the agents to run it yourself, or hand a clean account to someone who will. Either way, the leverage is yours.

Most brands find their agency is doing far less than the retainer implies, within the first week of Monitor mode.

See what yours is doing

For agency principals

For in-house performance leads

Scale the accounts. Protect the margin.

Full governance. Total transparency.

This is a margin story. One strategist runs more accounts, reporting is automated, and the value you deliver to clients is visible. Take this to your CFO.

This is a control story. Full cross-channel visibility, one source of truth, and every decision backed by data. Take this to your CMO.

A typical strategist's week today

Six accounts. No time for strategy.

MonAudit weekend pacing and spend on six accounts. Hand-pull data from five platforms. Patch the dashboards that broke overnight.
TueQBR prep for two clients. Reconcile three attribution stories into one that makes sense for the deck.
WedBuild new campaigns for the launch. Lose a morning to UTM conventions and naming arguments.
ThuClient calls. Apologise for the report that's still in draft.
FriWrite reports until 9pm. Send them. Pray nothing breaks over the weekend.

The same strategist on Maaten

Fifteen accounts. Strategy is the work.

MonReview and approve the overnight queue. Approve the budget shifts. Override the one that doesn't fit the brand. Pacing and spend reconciliation already done.
TueQBR with the client. Reports already drafted, attribution already reconciled. You bring the story, not the spreadsheet.
WedBrief the new launch in plain English. Agents build it across every channel by lunch. You approve.
ThuNew business pitch. The case study writes itself out of last quarter's reconciled data.
FriReports go out before standup. You go home at five.

The line to forward to your CFO

"We run paid media by hand across spreadsheets, screenshots and PowerPoint. Maaten replaces all of it with one product. Same team, ten times the clients, cross-channel reporting around the clock."

A typical week today

Six vendors. No single view. No time to act.

MonCMO asks why CAC moved last week. You open Looker, Snowflake and three platform UIs. None of them agree.
TueData team is still reconciling last month's attribution. You need this quarter's numbers for the board.
WedNew product launch needs paid support in three markets. Scoping the campaign build across platforms takes the rest of the week.
ThuCreative fatigue flagged on Meta, but nobody saw it until Thursday. Three days of budget already wasted.
FriBoard paper due Monday. You write the marketing section by stitching five exports into a story you hope holds up.

The same team on Maaten

One view. Full visibility. Answers in the meeting.

MonCMO asks why CAC moved. You answer in the room. The reconciled view shows a creative fatigue spike on Meta, caught overnight.
TueReview the optimisation queue. Maaten flagged a budget shift from saturated Google audiences to rising TikTok ROAS. CPA trending down. Approve or override.
WedBrief the new launch in plain English. Live across three markets and three platforms by Friday. One writing job, not a project.
ThuBoard prep. The story writes itself from one reconciled cross-channel view. Spend, ROAS and CPA by funnel stage. Numbers tie to finance.
FriFriday afternoon. Empty inbox. Performance trending up.

−£200k

Stack cost, year one

Six vendor contracts consolidated. One product.

Fivetran, Snowflake, Looker, Claravine, measurement consultancy, BI build. Maaten replaces the infrastructure and the maintenance work that came with it. One contract, one invoice.

Same day

Time to answer the CMO

Full visibility, every morning.

Maaten monitors every channel continuously. You see what changed, what's working, what needs attention. The reconciled cross-channel view is on your screen before the meeting starts. No waiting, no stitching exports.

1 brief

To launch a new market

New geography, new product, no new headcount.

Write the brief. Approve the launches. Live in every market the platforms cover. New product, new region, new language: a writing job, not a six-week project.

The line to forward to your CMO

"We consolidated six vendor contracts into one product. Cross-channel reconciliation on day one. Full visibility into every channel, every campaign, every pound of spend. One contract instead of six."

Full governance. Total transparency.

Running paid media at scale needs more than tools.

You're running paid media by hand.

What running paid media looks like for most agencies.

Enterprise-grade infrastructure, with AI on top, in one product.

You built the stack. You still can't see across it.

Six vendors, disconnected data, no automation.

Two modes. Monitor everything, act when you're ready.

What it takes to run paid media with AI properly.

Clean data captured at campaign build time.

A real attribution data lake.

Cross-channel optimisation, not isolated.

Full-funnel, brand to performance.

Monitor everything. Act when you're ready.

See across every client, every channel, one screen.

Approve the move. Maaten puts it live.

Full visibility. Every channel, every day.

Approve the recommendation. Maaten executes.

Know exactly what your agency is actually doing.

Optimising, or just billing?

Your own insights and strategy.

Hand them the brief, not the benefit of the doubt.

Keep them, or replace them, on your terms.

Scale the accounts. Protect the margin.

Full governance. Total transparency.

Six vendor contracts consolidated. One product.

Full visibility, every morning.

New geography, new product, no new headcount.

One platform. Two layers that compound.

The agent workforce.

The intelligence layer.

One product. One source of truth.