November 5, 2025
Over the last year Meta has been gradually rolling out their new algorithm called ‘Andromeda’. As of October this should be fully deployed to all active advertisers across Meta.
Over the last year Meta has been gradually rolling out their new algorithm called ‘Andromeda’. As of October this should be fully deployed to all active advertisers across Meta.
Described in Meta’s own terms as “A personalized ads retrieval engine that leverages the NVIDIA Grace Hopper Superchip, to enable cutting edge innovation in the Ads retrieval stage to drive efficiency and advertiser performance.”
The Andromeda upgrade has improved efficiency by 10,000x compared to its predecessor. This allows it to process far more ad creative data and make much more sophisticated decisions about which creative will resonate with each individual.
Meta also mentions sequence learning which “enables our ads systems to consider the sequence of actions a person takes before and after seeing an ad.” This means the system can understand where someone is in the purchase journey, such as (awareness, consideration or conversion).
In practice, this is likely to mean a fundamental shift in Meta’s ad selection process. Rather than selecting a specific winner from a shortlist of ads, the new algorithm offers the potential to serve ads sequentially to lead to a conversion.
This shift is a move from audience targeting to “creative diversification”. This is a new buzzword for the Meta Ads space and refers to “the practice of creating a wide range of ad creatives with different themes, messages, and visuals to cater to diverse audience segments.”
For advertisers, this means moving away from targeting specific demographics, interests and behaviours, and instead focusing ads on different target audiences leveraging Meta’s AI/advantage+ campaign* types to do so. There is still the feature to add traditional audiences such as “interest”and 1st party data into these campaigns as a “suggestion”, but adding audience constraints can prevent learning and hinder performance.
The ultimate aim of this new approach is that advertisers will be able to access broader, more relevant audiences, including potential customers that the previous algorithm may have ignored. This will be delivered through a combination of allowing Meta to control the audience, testing different sorts of creative, with Andromeda being the tool connecting these to the right person at the right time.
*Advantage+ sales campaigns use Meta’s AI to automatically find and target the most relevant audiences, eliminating the need for manual audience setup. The system learns and optimises based on who actually converts.
With Meta Andromeda representing a fundamental change in how ads are delivered across Meta, advertisers need to consider the following.
With Meta claiming real-world results of an 8% improvement in ad quality there are real benefits to be had. However, performance still relies on the quality of your ads and this should remain a primary focus to create audience engagement.
The shift to creative-led Meta advertising requires new skills and strategic thinking. If your Meta performance has declined or you’re unsure how to adapt, get in touch with Fanatic and we’ll have a conversation on how to update your Meta Ads strategy.
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