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Maaten was built by operators who spent a decade running paid media for some of the biggest brands in the world. We saw the same problems on every account, so we built the system we always wanted.
Running paid media well means juggling seven ad platforms, a data warehouse that never quite reconciles, a reporting deck that eats every Monday, and a creative pipeline that fatigues faster than anyone can refresh it. The best people on the team spend their days on admin instead of strategy. The work never stops, but it only happens in business hours.
We tried to fix it with more tools and more people. The tools did not talk to each other. The people burned out. The shape of the problem did not change.
Maaten is two layers working as one. A team of specialist AI agents that watch, analyse and optimise every campaign around the clock. And a cross-channel data lake that gives those agents the context no single-platform tool can match. The agents propose the moves. You approve the ones that matter. The system learns from every result and gets sharper the longer it runs.
Specialists outperform generalists. So every agent does one job, and does it with the full picture.
"Maaten" carries three meanings, and all three are the point. In Afrikaans, a maat is your mate, the partner who is in it with you. Ma'at, in ancient Egypt, was the principle of truth, order and balance. And maat also means a measure. A partner that measures everything honestly and gives you one source of truth to act on: that is the whole idea, in a single word.
01
No vanity metrics, no last-click theatre. One reconciled number you can defend in the board meeting.
02
The agents recommend and execute, but you hold the approvals. Start in Monitor mode, move to Act when you trust it.
03
Every campaign feeds the data lake. The intelligence grows, the recommendations sharpen, the moat deepens.
We built the manual version first. Then we automated it. Maaten comes from a team that spent two decades running paid media for some of the biggest brands in the world, and felt every one of these problems first-hand.
Founder & CEO
20 years in digital and media. Managed $500m+ in spend for brands including Nestlé, Unilever, Diageo and Johnson & Johnson. Two exits. Built the manual version of what Maaten now automates.
Co-founder · Head of Data
Architect of Maaten's Data OS (the cross-channel data lake, the ELT pipelines and the attribution schema), and secured approved-developer status with Meta, Google and TikTok.
Head of AI Dev
Builds and runs Maaten's Agent OS: agent orchestration, memory and governance. 20+ years in digital from a programming background; former Global Director of Search & Analytics at Saatchi & Saatchi.
Approved API developer with Meta, Google and TikTok. Maaten reads raw campaign data through official, secure platform APIs (not third-party scrapers or connectors), so the agents work from richer, first-hand data than the tools around them.
Proven · Streaming
Showmax, now part of Canal+, ran paid media on Maaten across movies, series and sport. Today one person runs the entire international, multi-platform marketing function: campaigns built faster, data costs cut, nothing slipping through the cracks.
In trials now
Maaten is in live trials with a 300-client performance agency, a property portal, and a financial-services brand, spanning both sides of the market: agencies scaling client work, and in-house teams taking control of their own.
Maaten is built in Edinburgh and rolling out to a first cohort of agencies and in-house teams. If that sounds like you, the fastest way in is the waitlist, or a demo where we run the agents on your real campaigns.