First thing first - Is it a big deal? For brands running ads on Meta platforms, this update has direct implications. So… yes! Stay with us, here is a breakdown:
Meta has quietly rolled out Andromeda, its most significant upgrade to the ad-delivery engine in years. At its core, this is a change from "which audience do we target?" to "which ad should this person see, right now?"
What Changed
- Creatives now the main lever: It's no longer just about who you target but what you show. The quality, diversity and volume of creatives you supply now matter significantly more. It doesn't mean you can deliver bad creatives - it's not all volume. But volume is key for success.
- New retrieval engine: The "retrieval" stage (where Meta narrows down which ads are eligible to show) has been completely rebuilt. Andromeda can now scan many more ad-candidates in milliseconds, thanks to a new deep-neural-network architecture and upgraded hardware (e.g., NVIDIA Grace Hopper Superchip).
- Less emphasis on micro-targeting: Historically, you'd build finely segmented audiences by interests, demographics, behaviours. Under Andromeda, broader targeting + letting the algorithm find the right people works better.
- Simplified campaign structure: Fewer campaigns/ad-sets, more reliance on automation. The system favours fewer, larger buckets rather than ultra-splintered ones.
- Data & signal-quality matter more: Since the algorithm is doing more heavy lifting, the input signals it receives, conversion events, quality tracking, etc , become even more important. Well-configured Conversion API (CAPI) and robust first-party data give the system what it needs to learn.
What Brands Should Do
- Invest in creative volume and variety: The algorithm wants options. Feed it more hooks, angles, and formats.
- Focus on creative quality: More volume doesn't mean lower standards. Each asset should be crafted to perform.
- Simplify campaign structure: Consolidate ad sets. Let Meta's AI do the heavy lifting.
- Strengthen your data foundation: Clean, well-structured conversion data is now a competitive advantage.
- Use Creative Intelligence: Platforms like Upspring.ai help you understand which creatives are working, why, and what to make next.
The Takeaway
The Andromeda update is a clear signal: the future of Meta advertising is creative-first. Brands that adapt their workflows, invest in creative intelligence, and let the algorithm do what it does best will thrive. Those who cling to old targeting playbooks will fall behind.