Synter has stepped out of stealth with a platform that attempts to remove one of the most frustrating parts of digital marketing: the endless clicking through advertising dashboards. The company announced the launch of its AI Agent Orchestration Platform on March 9, 2026, and introduced the technology publicly at the B2B Marketing Exchange conference in Carlsbad, California.
The premise is simple but ambitious. Instead of opening multiple advertising platforms, analytics systems, and CRM dashboards, marketers can type a request in plain language. The system interprets the request, then executes the change directly through official APIs across several advertising platforms.
For example, a marketing manager could type instructions such as “pause campaigns with cost per acquisition above $150,” “shift budget to the best performing audiences,” or “show performance across every platform for the last seven days.” The Synter platform interprets the request and carries out the action.
The goal is to move marketing teams away from administrative tasks and back toward strategic thinking.
A Shift From Manual Ad Management to AI Execution
Paid media operations often involve juggling multiple dashboards and data sources. Google Ads, Meta Ads Manager, LinkedIn campaigns, analytics platforms, and CRM tools all live in separate systems. Marketing teams jump between these systems daily.
Joel Horwitz, Synter’s founder and a veteran of B2B growth teams, says that constant switching eats up a surprising amount of time.
“Marketers spend more than sixty percent of their time handling platform administration,” Horwitz said. “That leaves far less time for strategic thinking. Synter removes the busywork. You explain the outcome you want, and the system executes the task quickly and safely.”
Horwitz describes the system as similar to developer tools that allow engineers to write instructions in natural language. In this case, the instructions control advertising campaigns rather than software code.
In practical terms, that means fewer clicks and fewer spreadsheets.
Direct API Connections Instead of Automation Hacks
Many advertising automation tools rely on screen scraping or simulated browser actions. Those approaches break easily when a platform changes its interface.
Synter uses a different model.
The platform connects directly to advertising systems through official APIs. APIs, or Application Programming Interfaces, allow software systems to communicate with each other in a structured and reliable way. By using APIs, Synter can execute campaign adjustments immediately and with greater accuracy.
Guardrails are built into the system. High-impact changes require approvals. Activity logs track who initiated requests. Multiple user accounts can be connected for governance and audit trails.
That structure matters for agencies and enterprise marketing teams where compliance and accountability are part of everyday operations.
Early Results From Initial Deployments
Synter says early deployments have produced measurable performance gains. According to the company, organizations testing the platform reported several improvements.
- More than $2 million in pipeline generated, including over $1 million in enterprise pipeline.
- Return on ad spend exceeding eleven times.
- Administrative workload reduced from roughly sixty percent of marketing time to under twenty percent.
- Campaign testing cycles running three times faster.
Those numbers reflect a simple operational advantage. When campaign changes take seconds instead of hours, teams can test more ideas and react faster to performance data.
Speed in digital advertising matters. Campaigns often require daily adjustments. Faster iteration leads to faster learning.
Early Adopters See Operational Gains
Anteriad, a B2B marketing and data solutions provider, has already begun using the platform.
Karl Hjartarson, Senior Vice President of Digital Operations at Anteriad, said fragmented systems often slow down marketing teams.
“Paid media operations are often scattered across different platforms,” Hjartarson said. “Synter connects those workflows. That improves speed and control while reducing manual effort.”
That sentiment is common among agency operators.
Matthew Kammerer, founder of paid media agency Promoted, says tools like Synter could help smaller marketing teams scale operations without hiring additional specialists.
“This kind of AI agent dramatically increases productivity,” Kammerer said. “Agencies and lean teams gain the ability to move faster and test more ideas across campaigns.”
Built With Tools Used by Engineers
Synter was built using Amp, an AI development platform created by the team behind Sourcegraph.
Quinn Slack, CEO of Amp, said the product reflects the perspective of someone who has spent years managing advertising campaigns.
“Joel built Synter quickly because he understands how paid media teams actually work,” Slack said. “The platform focuses on real operational needs rather than abstract AI features.”
That focus shows in the system’s capabilities.
Key Capabilities of the Synter Platform
Cross-Platform Advertising Control
The platform integrates with major advertising networks including Google Ads, Meta, LinkedIn, Microsoft Advertising, Reddit, The Trade Desk, and StackAdapt.
These integrations allow a single instruction to affect multiple advertising channels simultaneously.
Natural Language Campaign Management
Most marketing tools provide dashboards and reports. Synter executes campaign changes directly. Marketers describe the desired outcome and the system carries out the action.
Creative Generation
The platform can generate display ads, videos, and landing pages to support campaigns.
Competitive Research
Synter incorporates intelligence from platforms such as SimilarWeb, SpyFu, and BuiltWith to analyze competitor marketing activity.
Unified Analytics
The system consolidates performance data from analytics platforms including PostHog, Google Analytics, Mixpanel, Heap, and Segment.
This creates a single reporting view rather than scattered dashboards.
Audience and CRM Synchronization
Audience data can be synchronized from CRM systems including Salesforce, Clay, Attio, and HubSpot.
This connection allows marketing teams to align advertising campaigns with real revenue data.
Revenue-Based Conversion Tracking
Ad spend can be tied directly to sales pipeline and closed revenue. That linkage helps marketing leaders measure return on ad spend with greater accuracy.
The Rise of Agent-Based Marketing Software
Agent-based AI systems represent a growing trend in marketing technology. These systems go beyond analysis. They execute tasks automatically once given instructions.
David Boskovic, founder of agentic marketing platform Obvious.ai, sees this shift as part of a broader transformation in marketing infrastructure.
“AI agents allow marketing teams to work directly with their data,” Boskovic said. “Instead of exporting spreadsheets and building slide decks, reports and insights can be generated from live campaign data.”
The result is faster decision making and less administrative overhead.
For marketing professionals, the change could feel similar to the shift from manual bid management tools to automated bidding systems a decade ago.
Some marketers welcomed that transition. Others resisted it.
This launch may trigger similar debate.
On one hand, automation frees up time. On the other, some operators worry about handing control to algorithms. That concern is understandable. Advertising budgets often run into the millions.
Synter attempts to address those concerns through approval workflows and system logs.
Why This Matters for Marketing Teams
Paid media operations have grown complicated. Campaigns run across many channels. Performance data lives in several systems. Reporting consumes hours every week.
Platforms like Synter attempt to collapse those systems into a single interface.
If the approach works at scale, marketing teams may spend less time adjusting bids or exporting spreadsheets. They may spend more time thinking about messaging, targeting, and customer acquisition strategy.
That shift would represent a meaningful change in how paid media teams operate.
Synter is currently piloting the platform with AI-focused startups and B2B marketing agencies.
More widespread adoption will likely depend on whether marketers trust AI systems to execute campaign changes without introducing risk.
Marketing professionals tend to be skeptical by nature. That skepticism often protects budgets from expensive mistakes.
Synter’s success will depend on whether the platform earns that trust.
For now, the idea of typing “shift budget to the top audiences” and watching campaigns adjust instantly is likely to catch the attention of anyone who has spent hours inside advertising dashboards.
In other words, the pitch is clear: fewer dashboards, fewer spreadsheets, and more time spent on strategy rather than administrative work.
Join the waitlist: https://syntermedia.ai