Meta has launched Andromeda, one of the biggest updates to Facebook and Instagram advertising in years. It changes how ads are delivered, how audiences are reached and how creative is evaluated.
If your business uses Meta advertising in any form, this update affects performance, cost efficiency and the way your brand shows up online.
Here’s what’s changed, where we’ve come from and what you should be doing next.
The Old Meta Advertising Model
Before Andromeda, Meta ads relied heavily on:
- detailed audience targeting
- interest layers and lookalikes
- complex ad set structures
- manual optimisation
- small batches of creative
Advertisers spent a lot of time trying to guess or define their audiences manually. If you targeted correctly, you could get strong results. But the system had limitations:
- It relied on assumptions about who your customer was
- Creative wasn’t always matched to the right person
- It was easy to over-segment and restrict reach
This model has been gradually shifting, and Andromeda is the major turning point.
What Meta Andromeda Changes
Andromeda replaces much of the manual targeting mindset with a more advanced, AI-driven system that matches the right creative to the right person at the right time.
Here’s the rundown of what’s new for Meta advertising.
- Creative now drives performance
Meta analyses your creative (images, video, copy, formats) to determine who is most likely to respond.
This flips the old approach.
It’s no longer about “who do we target?” – it’s about “which ad is relevant to this person right now?”.
- Broader targeting performs better
Instead of 15 ad sets and hyper-specific targeting, broader audiences give the system more space to learn and optimise.
- Behaviour and engagement signals matter more
The algorithm looks at:
- user behaviour
- content people interact with
- recent activity
- creative preferences
- contextual signals
This is far more accurate than interest stacks or assumptions.
- Campaigns can be simpler
Andromeda reduces the need for:
- duplicate audiences
- multiple ad sets
- manual bidding changes
- ongoing tweaks
A cleaner structure now performs better.
- Faster decision-making
Behind the scenes, Meta has upgraded the computing power that drives this system.
For businesses, this means faster optimisation and more accurate matching.
Why This Matters for Businesses
If you’re a business owner or manager, here’s what Andromeda actually means for you.
- Creative quality now impacts results directly
Strong messaging, visuals and video will give Meta more to work with.
If your creative is outdated or inconsistent, you’ll feel it quickly.
- You may notice ad fatigue sooner
With more creative being tested, single ads don’t last as long.
Regular creative refreshes will help maintain performance.
- You don’t need complex targeting
This update removes the pressure to “get targeting perfect”.
Broad targeting often works better under Andromeda.
- Your website experience matters
Meta follows the signals that happen after someone clicks.
Slow load times or confusing pages will affect performance.
- Results should improve if you adapt
Brands that move with the update – clearer creative, cleaner structure, stronger user experience – will see the benefit faster.
What This Means for Marketing Teams
For marketing teams, agencies or anyone managing campaigns, Andromeda shifts the focus.
Less time slicing audiences, more time refining creative
Your value proposition, messaging and visual identity matter more than your audience stacking.
Variation is essential
Different themes, angles and formats help the system learn what resonates.
Clean data is non-negotiable
Accurate conversion tracking gives Meta the signals it needs to optimise.
Creative and performance need to work together
Your best-performing ads will now inform what creative gets produced next.
What This Means for Everyday Users
Consumers will notice changes too.
More relevant ads
People will see ads aligned to their interests, behaviour and recent activity.
Less repetitiveness
Greater creative variety means less of the same ad appearing every time you scroll.
Better overall ad experience
The algorithm is designed to surface ads people are more likely to engage with.
What Businesses Should Do Right Now
If you’re advertising on Facebook or Instagram, here’s your priority list.
- Review your creative library
You need a mix of formats, messages and visuals – not one hero ad.
- Simplify your campaign structure
Lean into broader targeting and avoid over-segmenting.
- Check your tracking setup
Make sure conversions and events are clean and accurate.
- Refresh your landing pages
Clear, fast and mobile-friendly pages will support performance.
- Plan for regular creative updates
Small, ongoing improvements will outperform big infrequent campaigns in the new system.
Final Thought
Meta Andromeda marks a clear shift in how digital advertising works. It moves the focus from detailed targeting to strong creative, user behaviour and AI-driven optimisation.
For businesses, it’s an opportunity to reach people more effectively, provided you adjust your approach.
How Purple Giraffe Can Help
If you’re unsure how Meta Andromeda will affect your current ads or you simply don’t have the time to keep up with ongoing creative and optimisation, we can help. At Purple Giraffe we build and manage Meta campaigns that align with the new system, develop fresh creative that performs and make sure your tracking, structure and messaging are set up correctly from the start.
If you’d like support refining your ads or want to chat through what this update means for your business, get in touch with our team. We’re here to help you get the most out of every digital touchpoint.
