Snowflake has begun previewing an advertising‑focused AI gateway that works with Meta and TikTok via its Model Context Protocol (MCP). The gateway links live platform signals—like delivery status and catalog health—to enterprise data such as transaction history, inventory, and custom KPI definitions stored in Snowflake. Cortex Agents use this combined context to diagnose performance, suggest actions, and execute them only after a campaign manager approves. Early customer PMG is testing the service.
The gateway builds on the MCP platform Snowflake bought in May 2026 when it acquired Natoma. It is designed to keep decisions aligned with business definitions and to record proposals, evidence, and approvals in a single shared record.
Why it matters
Marketers can get AI‑driven optimization suggestions that are grounded in their own data and approved before execution, reducing the time spent stitching together disparate dashboards.
