Did Meta just launch a CDP with Signals Gateway?
If it looks like a CDP and quacks like a CDP, it might just be a CDP. And it’s an interesting time to enter that market for sure.
Meta somewhat quietly introduced Signals Gateway last week, describing it as a solution that helps businesses maximize the value of their first-party data.
The CDP Institute quickly proclaimed Signals Gateway to be a customer data platform (CDP). If that’s the case, it’s an interesting time to enter the CDP market. Since late 2024, a wave of consolidation swept over independent CDP vendors, with Rokt buying mParticle, Contentstack acquiring Lytics and Uniphore picking up ActionIQ.
Of course, Meta didn’t wake up last week and decide building a CDP is a good idea. According to Wayne Tow, a product manager at Meta who wrote about the Signals Gateway launch on LinkedIn, the product took more than two years to develop.
What is Signals Gateway?
Meta doesn’t explicitly call Signals Gateway a CDP. It says:
Signals Gateway is a product within your own cloud instance that collects, processes and transmits advertisers’ first-party data to their desired destinations. It offers built-in features and tools for collecting, processing, and transmitting signals from one or more data sources to various data destinations with no pre-defined data purpose.
Here’s what else we know:
- Meta says Signals Gateway will help businesses maximize the value of their first-party data while maintaining control and privacy.
- Signals Gateway streamlines data connection from any source to any destination, within or outside of Meta.
- Meta claims Signals Gateway will help marketers improve performance and save time and resources.
Data, privacy and… Meta?
Meta says organizations can run Signals Gateway on Amazon Web Services (AWS) or Google Cloud Platform (GCP) and Meta can’t access the data from those platforms. And that’s entirely possible, but they’re also asking marketing teams and the consumers whose data is on those platforms to trust Meta, which might be a big ask for some given past incidents of data sharing involving Meta’s platforms.
MarTech and adtech observers are already digging into Signals Gateway to see what it can do. One obvious comparison you can expect to see is how Signals Gateway stacks up to Google Tag Manager (GTM).
The post Did Meta just launch a CDP with Signals Gateway? appeared first on MarTech.
About the author
Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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