Andromeda: What does this mean for your advertising strategy
What is Meta Andromeda and how does it affect your advertising strategy?
If you are a Meta advertiser, you will definitely hear the chats of Meta’s new machine learning system for ad personalization. However, if you are not sure what this means for your ad, you will be forgiven.
The fact is that the official documents about Meta-Androme are puzzling and technical. However, it is a mistake to refute what Andromeda means for the current and future of meta-advertising.
Meanwhile, advertisers learn that it is smart to keep suspicious. Meta announcements often sound polished and futuristic, while real-world rollouts are often imperfect and messy.
In this post, I will introduce technical details and highlight what advertisers actually need to know about Andromeda:
- Andromeda’s technical details
- Creative diversity and your advertising strategy
- What does this mean for campaign building
- How it affects performance
This is what Andromeda means, why it matters, what does it mean for your ad today…
Andromeda’s technical details
Meta defines Andromeda in technical terms, which sounds impressive, but is not completely friendly. Meta defines this in a March 2025 blog post:
Meta Andromeda is an innovative end-to-end hardware, software, machine learning co-designed system launched in 2024, Meta Training and Inference Accelerator (MTIA) and NVIDIA GRACE HOPPER SUPERCHIP. This more efficient system has increased the complexity of the model used for ADS retrieval by 10,000 times, which is the first step in the ranking process, and we narrowed the pool of ten million ads to the thousands we consider showing someone.
If your eyes are glittering on reading lists of hardware and software terms, you are not alone. This means little to most people.
Essentially, Andromeda is about Searchthe system determines which ads have the opportunity to display the first step in AD delivery. Andromeda has no ranking winning ads, It selects a short list.
Meta uses analogy to further explain:
Imagine having a personal concierge who knows your taste so well that they not only know the shoes you covet, but also enjoy wearing red slippers on the beach.
On the one hand, this sounds no different from the way I envisioned the ad audience choose. Over the past few years, I have used the example of dress shoes with advertising and then tapped similar shoes with advertising in my feed.
Meta classes rely less on participation that requires this experience recently, but more on “knowing you”. Andromeda should go beyond a wide range of categories (“You like shoes”) and a finer personalization (“You like these shoes in this case”).
Why does Yuan need this? Meta said that search is a bottleneck.
The first step is huge. Meta said it is the late stage to retrieve hundreds or even thousands of times of ads in the Andromeda process. Older systems are unable to handle the surge in new advertising changes created by Advantage+ and Generative AI. Andromeda is their answer to the question of this scale.
Bottom line: Andromeda is Meta’s new search engine. It takes millions of ads, narrows them down to thousands of candidates, and does so in a faster, smarter, and more personal way than before.
Creative diversity and your advertising strategy
Therefore, Meta’s hardware is faster and smarter. Great. But the key to advertisers is and how this affects their creative approach to advertising.
That’s true. Excerpted from Meta’s April 2025 blog:
With the rise of AI-enabled advertising tools, the focus has shifted from niche positioning to creative diversification, becoming the best leverage to find the most relevant audience.
So, what does “creative diversity” mean? This is not about using slight adjustments to extract almost explored content. It’s about creating a series of ads that are different in meaningful ways.
Meta links this transformation directly to Andromeda:
As businesses upload more and more ideas to support diversified strategies, Meta Andromeda works behind the scenes to drive more complex models that allow Meta to choose the right ideas to deliver more relevant and interesting personalized advertising.
In other words, Andromeda aims to deal with the explosion of creative choices. The more meaningful the variety you offer, the more Andromeda needs to connect the right information to the right person.
Consider this: If you only offer a single product demo video, the meta can only try one angle. However, if the ads you create tend to have different pain points and customer roles, the system can understand who reacts to everyone and provide more personalized ads.
Creative diversity emerges in some key areas:
- Concept and angle (Problem/Solutions, Pain Points, Recommendations, Product Demo)
- Format (Short video, long video, still images, carousel)
- Role (Talk to different customer types)
Creative diversity means building advertisements for different people and environments, not just different versions of the same idea. Instead of marrying a single method, you provide the meta-change that needs to match the right person.
What does this mean for campaign building
If you’ve been following my content for the past few months, this development is perfect for my advice on how to simplify advertising. It strengthens the following…
1. Stop pursuing the perfect combination of advertising copy and creativity. None. One person’s “winner” may fail for another. Andromeda personalized delivery, so the right person sees the right change.
2. Targeting now happens largely in advertising. Rather than obsessed with age, gender, or interest leverage, focus on ads that talk to the person you want. Keep ads wide and have Andromeda match.
3. Use Advantages + Defaults. Placement and delivery automation is for use with the system. In most cases, the Advantage+ campaign is the cleanest.
4. Simplify your structure. Because you did these three things, there are fewer reasons for overly complex campaign building. You need to have a different campaign for each goal, but you probably don’t need more. You rarely need multiple ad sets for targeting purposes. And you hardly need multiple ad sets for targeting. Heavy weightlifting occurs at the advertising level.
Bottom line: Your time should be spent creating diverse, thoughtful ads. Campaign building becomes easier as your creative strategy gets deeper.
How it affects performance
Will Andromeda improve the results? Honest answer: It depends. Meta said Andromeda’s advertising quality has increased by 8%, but don’t expect miracles.
Think of Andromeda in any other way of hardware or functionality. It should improve performance overall, but It does not guarantee results.
Better personalization should mean stronger connections. When the system has more creative diversity, it is more likely to show someone an ad that feels important. This can lead to higher engagement and better conversion rates.
However, performance depends on the ads you provide. If you don’t get results, it’s not because “Andromeda doesn’t work”. This is because you have not successfully convinced your prospects to switch.
The main thing to understand is that while Andromeda has the potential to make ads more personal, your creativity and strategy still determine whether potential performance will turn into performance.
What about advertising restrictions?
There was a time when Meta suggested that there were no more than six ads in the ad set. They said that after six, there was no obvious benefit.
Back in February, this suggestion disappeared. Although Meta has never said this, it is likely to be related to Andromeda.
I’ve been hearing advertisers’ success now with more than six ads, which aren’t just ads on a bigger budget. I also experimented with this and even had an ad set with 50 ads.
Whether this “work” is related to the number of ads you provide, but more about creating the best ads. While I suggest you go beyond the minimum of two to three ads, you can’t guarantee results by creating 50. Your goal is to provide enough creative diversity while also providing effective advertising concepts so that you can attract a diverse group of willing customers.
experiment!
My main advice is to make it a new challenge. When it’s time to create a new campaign, take a new approach to creating an ad. Instead of your old approach, focus on creative diversity. This means more than just minor copies and creative tweaks.
You want Meta to have as many good options as possible. This means different concepts, angles, formats and roles. Try it and see what the hit rate is.
This may be a lot of work. Hopefully this is the motivation to get rid of the complex construction of campaigns and ad concentrations so that you can focus your precious time on the ad itself.
If it doesn’t work, please don’t blame Andromeda. Go back to the drawing board and ask why people don’t reply to your ad and try again.
now you
Have you made a greater creative diversity for Andromeda? What results have you seen?
Let me know in the comments below!
