"In this article, you'll discover how to navigate the new Andromeda algorithm and use a specific creative strategy to lower your costs. In late 2024, Meta introduced a completely new algorithm dubbed Andromeda, effectively replacing the old targeting systems advertisers relied on for years. Previously, advertisers controlled the experience by manually selecting audiences based on interests or behaviors. Andromeda flips this dynamic; now, Meta controls the targeting, using your ad creative to determine who should see your content."
"Andromeda works similarly for ads. It uses deep learning and sequence learning to match your creative to a user's intent and position in the buyer's journey. For example, if the algorithm detects a user has just booked a ski resort reservation, it will intelligently serve ads for ski equipment, lift tickets, and winter clothing, anticipating their next needs rather than just reacting to a static interest category."
Meta introduced a new algorithm called Andromeda in late 2024, replacing prior manual targeting systems. Andromeda centralizes targeting within Meta, using ad creative to determine audience matching instead of advertiser-selected interests. The algorithm applies deep learning and sequence learning to infer user intent and buyer-journey position, serving contextually relevant ads (example: ski reservation prompting ski gear ads). Beta tests showed rapid efficiency gains — 5% increase in Instagram conversions in Q2, doubling by Q3 — demonstrating fast learning. Advertisers relying on older manual methods risk inefficiency. Adapting creative strategy and targeting approach is necessary to lower costs and maintain campaign momentum.
Read at Social Media Examiner
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