Clay Integration Architecture: MCP vs Webhook vs HTTP API

Clay builds audiences. You enrich leads, score accounts, filter by intent. The output is a clean list of exactly who you want to reach.

The next step is activation: getting that list onto ad platforms and turning it into a live campaign. Synter offers three integration architectures for this. Each fits a different workflow.

This post breaks down when to use each, with a side-by-side comparison, a platform support matrix, and an air cover playbook for outbound from what we shipped today.

MCP is the recommended path for audience activation. It handles the entire flow: build audience on the ad platform, hash and upload members, ship the campaign. One prompt does it all.

Clay's AI gets real-time feedback at every step — match rates, audience IDs, campaign resource names. No polling, no separate dashboards to check.

For “Use AI” columns, Synter uses a stage/finalize pattern. Each row stages its data for free. The final row finalizes the batch for 10 credits. This keeps costs predictable when processing large tables.

All platforms supported: Google, Meta, LinkedIn, Reddit, TikTok, Microsoft, and The Trade Desk.

Use Synter sync_audience to build a LinkedIn matched audience
called "ABM Target List - Feb 2026" with these company domains:
{Domain}. Platform: linkedin. Audience type: COMPANY.

Webhooks are best for:

• CRM sync: storing Clay-enriched contacts in Synter for later use
• Event-driven workflows: Clay triggers Synter on enrichment completion
• Simple pipelines: no AI agent layer required

POST /api/webhooks/clay?connection_id=123
X-Clay-Signature: sha256=...
Content-Type: application/json

{
  "event_type": "contacts.enriched",
  "data": {
    "contacts": [
      {"email": "jane@acme.com", "company": "Acme", "title": "VP Marketing"}
    ]
  }
}

The HTTP API is best for:

• Custom automation: scripts, cron jobs, internal tools calling Synter directly
• Non-Clay sources: any system that makes HTTP requests
• Granular control: choose exactly which endpoints to call

curl -X POST https://mcp.syntermedia.ai/api/mcp/execute \
  -H "X-Synter-Key: syn_your_key" \
  -H "Content-Type: application/json" \
  -d '{
    "action": "linkedin_ads_create_matched_audience",
    "args": ["--account-id", "511437086",
             "--name", "ABM List", "--type", "COMPANY"]
  }'

The highest-leverage use of Clay + Synter isn't just audience sync. It's running ads to the same accounts your SDRs are emailing — synchronously. This is “air cover” for outbound.

Cold email alone converts at 1-3%. But when a prospect sees your brand on LinkedIn, Google, and Reddit before your SDR's email lands, reply rates jump. You're no longer a stranger in their inbox. You're the company they keep seeing everywhere.

The Workflow (Clay → Synter → Ads → Outbound)

1. Build your target list in Clay. Use enrichment providers to find ICP accounts: company size, industry, tech stack, hiring signals. Export the list with emails, domains, and company names.
2. Sync audiences via Synter MCP. Use sync_audience to push your Clay list to LinkedIn (company match), Google (Customer Match), and Meta (email match) — all from one prompt. Stage each row for free, finalize once.
3. Ship awareness campaigns. Use create_campaign_for_audience to build Sponsored Content on LinkedIn, Display ads on Google, and retargeting on Meta — all targeting your exact account list. Set modest daily budgets ($20-50 per platform).
4. Launch outbound 3-5 days later. Your SDRs start emailing and calling. Prospects have already seen your brand 5-10 times across platforms. The email feels familiar, not cold.

Sample Clay Prompt (Use AI Column)

Use Synter sync_audience to push {Work Email} to Google
Customer Match. Audience name: "Q1 ABM Air Cover".
Platform: google. Batch action: stage.
Batch key: "q1_abm_air_cover".

After all rows process, finalize with one call — then use create_campaign_for_audience to ship a Display campaign targeting that audience. Total setup: under 10 minutes. Your outbound sequence starts with built-in brand recognition.

• Want audiences on ad platforms? → MCP Server
• Want contacts in Synter's database? → Webhook
• Want programmatic control from custom code? → HTTP API
• All three? → MCP for activation + webhooks for CRM sync. HTTP API as fallback.

1. Get your API key at syntermedia.ai/developer
2. Follow the Clay + Synter setup guide
3. Full MCP docs