#campaign-performance

#campaign-performance

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.

Marketing teams executed an average of 209 campaigns in the past year (a 30% jump over the prior year), while B2C marketers ran an average of 541 campaigns. This explosion of activity reflects an omnichannel reality: the customer's path to purchase is no longer a straight line but a complex web of on-demand interactions across digital and physical channels. But the surge in activity hasn't solved the problem. In many cases, it highlights how poorly the funnel aligns with today's buyer behavior.

DoubleVerify, a leading software platform to verify media quality and optimise ad performance, surveyed 1,970 marketers globally to explore their attitudes and investment decisions related to news content, and the majority of respondents reported that inventory in news environments outperforms campaign baselines. The research highlights the opportunity that news presents for marketers looking for high-performing, cost-effective media, and builds on previous DV research indicating that consumers actively value brands that support news content by advertising alongside it.

While much of the world is wringing its hands over how AI might replace people, one startup wants to prove that the real opportunity lies in bringing the two together. Launched earlier this year, Kartel is a creative marketplace that helps brands and agencies create campaigns by matching them with freelance artists who specialize in AI. That vision is already playing out for Laser Eye Center, a Los Angeles-based company specializing in Lasik that started experimenting with Kartel to generate creative for broadcast television.

With the presidential election done and dusted, remind yourself of the highs and lows of the campaign

When shiny new tech meets reality I've always been a bit of a geek. I love trying out the latest technology, especially when it saves time or helps me create something better. I've also learned that shiny new tools don't always live up to the hype. Some take longer to master than the time they're supposed to save. Others are unreliable or rough around the edges until years of updates smooth them out. And sometimes, they never deliver on their promise at all.