Adtech veterans launch Symphonics AI to abolish “fragmentation tax.”

Australia’s martech landscape may be in for a huge structural shift as two of the adtech industry’s top leaders launch a new platform designed to transform the way media decisions are made.

In an exclusive interview with B&Tadtech veterans Kevin Wong and Alex Littlejohn announced the launch of Symphonics AI, an Australian-founded company that addresses one of the industry’s most persistent (and quietly accepted) inefficiencies: fragmentation.

At the heart of the launch is Syntria, an orchestration platform that extends beyond existing media buying systems. As Littlejohn explained B&TYour goal is not to replace them, but to control them.

Nobody wants to accept the “fragmentation tax”.

The martech ecosystem has been promising seamless orchestration across all channels for years. But in reality, brands and agencies still operate on separate platforms – each with their own data, logic and incentives.

Littlejohn described this B&T as…