Comparison
Palitra vs Improvado for running your advertising
Improvado is a marketing data platform with 1,000+ connectors and an AI agent on top. Palitra is built for the daily work of running ads: workflows, guardrails and approvals, with published prices.
When to choose Improvado
- You need data from hundreds of ad, CRM, retail media and e-commerce sources in one model
- Your security review requires certifications such as SOC 2 Type II or HIPAA
- You want to start on a free tier, or add MCP access to your existing AI setup for $100 a month
When to choose Palitra
- Recurring ad work should run as workflows with AI steps, a dry run and approval before changes go live
- You want approvals in Slack, Telegram or email, and per-connector limits on bid and budget changes
- You want a published price list with unlimited users on every plan
- You run an agency and need a project per client with a read-only role for the client
Feature by feature
| Criterion | Improvado | Palitra |
|---|---|---|
| Number of connectors | Yes. 1,000+ pre-built connectors across paid, organic, CRM, analytics, retail media and e-commerce | Partly. 10+ ready-made integrations. Google Ads, Meta Ads, LinkedIn Ads and CRM connectors coming soon; other data via webhooks, batch REST API or CSV |
| AI agent in plain language | Yes. Agent answers questions, builds live dashboards and recommends budget moves | Yes. Answers with charts and tables, multi-step planning with sub-agents, changes bids and pauses campaigns after approval |
| Multi-touch attribution | Yes. Paid add-on on the Advanced and Enterprise plans | Yes. 8 models included: Last Click to Markov, Shapley and data-driven ML. Credit goes to all channels, not only paid |
| Marketing mix modeling | Yes. MMM and incrementality testing as Enterprise add-ons | Yes. MMM on Scale and above |
| Guardrails | Yes. Governance rules and pre-flight checks such as brand safety and budget pacing | Yes. Per-connector limits: max bid and budget change, min and max daily budget, max share paused, no deletes, brand protection |
| Approvals in messengers | Partly. Slack alerts; recommended moves are approved in the app | Yes. Approvals in the app, by email, in Telegram and Slack; the first responder decides |
| Learning from results | Yes. A/B experiments with auto-deploy of winners at 95%+ confidence | Yes. Optimization memory scores every change and learns patterns; native A/B experiments |
| MCP and API | Yes. MCP and OpenAPI; the MCP Only plan works inside Claude, ChatGPT or Codex | Yes. Claude, ChatGPT and Cursor connect over MCP with OAuth 2.1. On Scale and Enterprise, or as a Pro add-on |
| Agencies and teams | Yes. Up to 50 workspaces on Advanced, unlimited on Enterprise; role-based access | Yes. A project per client, roles down to a read-only Guest for clients, unlimited users on every plan |
| Pricing transparency | Partly. Free and MCP Only ($100/mo) plans are listed; Advanced and Enterprise are quoted. Plans cap rows, actions and MCP actions | Yes. Published prices from $79 to $699 a month, Enterprise priced individually. Tokens included, with top-ups available |
| SSO and certifications | Yes. SSO via Azure and Okta on Advanced and Enterprise; SOC 2 Type II on all plans; HIPAA on Advanced and Enterprise | Partly. SSO/SAML with Okta and Azure AD on Enterprise; AES-256-GCM encryption of credentials and per-project data isolation |
Number of connectors
- Improvado
- Yes. 1,000+ pre-built connectors across paid, organic, CRM, analytics, retail media and e-commerce
- Palitra
- Partly. 10+ ready-made integrations. Google Ads, Meta Ads, LinkedIn Ads and CRM connectors coming soon; other data via webhooks, batch REST API or CSV
AI agent in plain language
- Improvado
- Yes. Agent answers questions, builds live dashboards and recommends budget moves
- Palitra
- Yes. Answers with charts and tables, multi-step planning with sub-agents, changes bids and pauses campaigns after approval
Multi-touch attribution
- Improvado
- Yes. Paid add-on on the Advanced and Enterprise plans
- Palitra
- Yes. 8 models included: Last Click to Markov, Shapley and data-driven ML. Credit goes to all channels, not only paid
Marketing mix modeling
- Improvado
- Yes. MMM and incrementality testing as Enterprise add-ons
- Palitra
- Yes. MMM on Scale and above
Guardrails
- Improvado
- Yes. Governance rules and pre-flight checks such as brand safety and budget pacing
- Palitra
- Yes. Per-connector limits: max bid and budget change, min and max daily budget, max share paused, no deletes, brand protection
Approvals in messengers
- Improvado
- Partly. Slack alerts; recommended moves are approved in the app
- Palitra
- Yes. Approvals in the app, by email, in Telegram and Slack; the first responder decides
Learning from results
- Improvado
- Yes. A/B experiments with auto-deploy of winners at 95%+ confidence
- Palitra
- Yes. Optimization memory scores every change and learns patterns; native A/B experiments
MCP and API
- Improvado
- Yes. MCP and OpenAPI; the MCP Only plan works inside Claude, ChatGPT or Codex
- Palitra
- Yes. Claude, ChatGPT and Cursor connect over MCP with OAuth 2.1. On Scale and Enterprise, or as a Pro add-on
Agencies and teams
- Improvado
- Yes. Up to 50 workspaces on Advanced, unlimited on Enterprise; role-based access
- Palitra
- Yes. A project per client, roles down to a read-only Guest for clients, unlimited users on every plan
Pricing transparency
- Improvado
- Partly. Free and MCP Only ($100/mo) plans are listed; Advanced and Enterprise are quoted. Plans cap rows, actions and MCP actions
- Palitra
- Yes. Published prices from $79 to $699 a month, Enterprise priced individually. Tokens included, with top-ups available
SSO and certifications
- Improvado
- Yes. SSO via Azure and Okta on Advanced and Enterprise; SOC 2 Type II on all plans; HIPAA on Advanced and Enterprise
- Palitra
- Partly. SSO/SAML with Okta and Azure AD on Enterprise; AES-256-GCM encryption of credentials and per-project data isolation
Key differences
Different starting points
Improvado starts from data: connectors, a unified model and dashboards. Palitra starts from the daily work of running ads: workflows with AI steps, a dry run by default and approval before a change goes live.
Control set per connector
Limits on bid and budget changes are set per connector and checked before a change goes to approval. Approvals reach the team in Slack, Telegram, email or the app, and every change is logged.
Prices you can see up front
Palitra publishes the price of every plan, with tokens included and top-ups available. Improvado lists its Free and MCP Only plans and quotes Advanced and Enterprise.
Fewer sources today
If you need hundreds of ready connectors, Improvado covers more today. Palitra has 10+ ready-made integrations and takes other data in via webhooks, a batch REST API and CSV.
Information about Improvado is based on official sources, checked on .
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