Meta’s latest AI-powered update — Andromeda — has fundamentally changed how ads are delivered on Facebook and Instagram. This isn’t a small tweak… it’s a total rethink of the ad engine.

What’s New?

Meta AI now drives the ad retrieval process, deciding which ads to show to which person based on real-time behavioural signals — not just manual audience targeting.

The Big Shift

✔ Manual targeting (interests, demographics) matters less
✔ Creative quality & variety matter more
✔ Ads are matched at the individual level
✔ Broad targeting + diverse creatives = better performance Nethority

Why It Changed

As creative volume exploded (more ads, more variations), Meta rebuilt the system so its AI could:
• Predict engagement with finer precision
• Optimize delivery instantly
• Match ads to users by real-time intent instead of guesswork

What Marketers Should Do Now

• Simplify campaign structures
• Use broad audiences
• Produce 8–15+ creative variations
• Focus on creative relevance over narrow targeting

In Short:

Meta’s Andromeda means creative signals now drive who sees your ads — not just audience filters. The better your creative and variety, the more effectively AI will place your ads.

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