SyncBuilt by the team that operates it.
Sync is a product by Waggle, an AI agency in Dubai building automation and custom software for teams. It started as internal tooling for a retail feed migration and became a product because the same problem kept appearing in every catalog we touched.
Feed operations is usually nobody’s job.
Marketing owns the channels. Engineering owns the catalog. The layer in between — field mappings, exclusions, refresh schedules, format quirks per destination — tends to live in spreadsheets, scripts and one person’s memory.
That works until the catalog grows, a channel changes its spec, or the person who knew the rules leaves. Sync makes that layer explicit, reviewable and operated.
Google Cloud Run with Cloud SQL and Cloud Storage, in a single region, with secrets held in Secret Manager and no catalog data leaving the project.
Waggle. The same team that builds the platform monitors the refreshes, troubleshoots failures and handles change requests.
Four opinions the product is built on.
Plenty of tools report on feeds. Sync generates and serves the actual files channels consume, which means the interface and the runtime can never disagree.
A feed rule is a condition, an output, and an explicit otherwise branch. If an operator cannot read what a field will produce, the tool has failed before the feed does.
A refresh that fails should not take a channel down. The last valid feed stays online, and the failure surfaces in the review queue instead of in the ad account.
Feed work is continuous — catalogs shift, channels change specs, campaigns need windows. We run it with the client rather than shipping software and leaving.
Sync is one of several Waggle products.
Waggle builds automation and custom software out of Dubai. Sync is the feed operations product; the agency also ships tooling for search visibility, sourcing, and social publishing.
We would rather show you the numbers.
The validation footprint behind the platform is published rather than summarised.
Bring one source. We will show you the feed.
Sync is a product by Waggle, an AI agency in Dubai building automation and custom software for teams. We review your current setup, pick the first migration candidate, and agree the validation plan before anything is switched over.