Andromeda is the first stage of Meta's ad delivery. It narrows tens of millions of ads down to a few thousand candidates for each person, and only those go to the auction. Meta announced it in December 2024 and rolled it out through 2025.
Why it matters for creative
Andromeda matches ads to people based on what's in the ad. So your creative now does much of the work narrow targeting used to do:
- Broad targeting plus a varied set of ads usually beats tight audiences.
- Ten tweaks of one ad give Meta roughly one option. Ten genuinely different concepts give it ten.
- Winners fade fast. In our data, only 34% of an account's top 10 ads were still top 10 two months later.
What to do
The median account we looked at had 75 creatives getting spend at once, but about 17 really carried it. Plan a steady pipeline of genuinely different ads.
More: Meta Andromeda: what it is and how to adapt.
Related: creative diversity, broad targeting.
