Meta’s latest update: Andromeda
Meta Andromeda – what is it?
To put it simply, Meta’s latest update ‘Andromeda’ is an ad retrieval layer that narrows down the millions of adsavailable in a potential pool, to thousands. Thanks to new AI enhancements within the platform such asAdvantage+ Creative, there are now thousands of potential variations of one ad single ad. In order to handle sucha diverse set of creative Meta have upgraded their infrastructure to an AI-powered ad retrieval engine, alsoknown as Andromeda, to scan ads and pick a shortlist of ads that have a chance to be shown.
Why it matters?
Due to Andromeda now shortlisting potential ads, creative that is too similar to each other within a campaign are at risk of not being chosen to deliver. Thus, resulting in Meta selecting one ‘winner’ and will keep allocating more budget to that one ad while the other ads in the campaign see little to no delivery.
What to do
Creative diversification is becoming increasingly important with Meta’s Andromeda update. Campaigns using different creative angles / concepts / formats have a higher chance of being filtered into Meta’s shortlist of ads to be shown, leading to more ads in the campaign reaching their target audience.
It’s important to remember that there is no ‘one size fits all’ for these scenarios. What works in one campaign might not work in another. With that being said, it is advisable to start prioritising creative diversification and test what works and build from those learnings.
Our Precision Team and Platform can turbo-charge Meta’s new Andromeda system by generating dynamic, personalised ad variants at scale - and letting Andromeda match each one to the right audience in real time. Clients bring the creative, we automate the production, and Andromeda delivers the perfect fit - driving smarter performance with less effort.