Comparison
Waldo vs. Crayon: the CI program or the data underneath it?
Crayon curates competitive intelligence for sellers. Waldo serves the raw market evidence to your agents.
The short answer
Crayon is a competitive intelligence platform that curates competitor moves into battlecards and insights for product marketing and sales, sold on custom quotes. Waldo is the raw market surface underneath: competitor ads, landing page changes, and audience conversation served to agents through 200+ API and MCP endpoints, metered by credits.
Crayon is built for the competitive intelligence program: it monitors competitor websites, pricing pages, reviews, and news, then helps CI and product marketing teams curate what matters into battlecards and updates that sales teams actually use, with AI research features to keep the content fresh. It sells to enterprises on custom annual quotes.
Waldo starts a layer lower. It captures the market evidence itself: every active ad in the Meta and Google libraries daily, landing page snapshots as they change, category trends, and audience verbatims, all handed to agents through 200+ REST endpoints and a native MCP server. What gets curated from it is up to you and your agents.
When each one wins
Choose Waldo when
- You want the raw evidence itself: every active ad, every landing page change, on demand.
- Agents draft your compete content, so they need API and MCP access to market data, not a workspace login.
- The competitive picture should include audience conversation and category trends, not just competitor product moves.
- You would rather meter usage than license a CI platform on contract.
Choose Crayon when
- You run a formal CI program and need curated battlecards that sellers actually open.
- AI research assistance tuned to compete questions inside the sales workflow is the draw.
- You want to measure whether sales consumes and uses the competitive content.
- A CI team of one needs a system that packages monitoring into ready deliverables.
Feature by feature
| Feature | Waldo | Crayon |
|---|---|---|
| Built for | Agents and the teams that run them | Product marketing and CI teams enabling sales |
| Primary surface | 200+ REST endpoints plus a native MCP server | A CI workspace: boards, battlecards, and alerts |
| What a query returns | Raw ads, page snapshots, posts, and verbatims, or scored analysis | Curated insights, battlecards, and research summaries |
| Coverage model | Brand, category, and audience in one surface | Competitor websites, pricing, reviews, and news |
| Paid ads intelligence | Meta and Google ad libraries tracked daily per brand | Not the core focus |
| Data freshness | Tracked entities refresh every 24 hours; Discover endpoints query platforms live | Continuous monitoring with curated delivery |
| Pricing | Credit-metered, no per-seat fees | Custom quote, annual contract |
Where Waldo is different
Landing pages, tracked
Waldo snapshots landing pages and /brands/{id}/lp-changes returns what changed and when, so a competitor repositioning shows up as evidence, not as a teammate’s recollection.
The full ad record, daily
The Meta and Google ad libraries are pulled daily per tracked brand, and /brands/{id}/ads/active?since= scopes to what is new. Messaging shifts surface in the creative before they reach the pricing page.
Category and audience context
Compete work benefits from knowing where the category is heading. /category/{id}/angle-library returns the messaging angles in play across a category, and audience endpoints carry the verbatims behind them.
Metered, not licensed
Credits per call from an org pool, about 1 per 20 results on raw lists and 5 on analysis, with no per-seat fees. A heavy compete season costs more; a quiet one costs less.
Questions teams ask
Does Waldo produce battlecards?
Not as a product feature. Waldo supplies the evidence, and your agents assemble it: an agent with MCP access can draft a battlecard from live ad, page, and conversation data, with every claim linked to a source. Crayon packages that workflow for you.
Can Waldo and Crayon work together?
Yes. Some teams keep Crayon as the delivery layer for sales and use Waldo as the upstream data source for marketing-side signals, especially competitor advertising and audience conversation, which CI platforms cover thinly.
What does Waldo track that CI tools usually miss?
Paid creative at full depth, daily, from the Meta and Google ad libraries, plus landing page snapshots, category trends, GWI audience panels, and live social conversation. Everything captured is stored permanently, even if the source is taken down.
Keep reading
Put Waldo behind your agents
Brand, category, and audience intelligence over 200+ API and MCP endpoints. Sign up, mint a key, and run it against the brands you actually track.