The post-Andromeda update algorithm favors ad sets with high creative volume and variety. Aim for around 20 creatives (images, carousels, videos) to enable personalized delivery and combat ad fatigue.

The largest advertisers on platforms like Meta launch over 10,000 new creatives a year, equating to more than 40 per workday. This massive scale of experimentation is manually impossible for most companies, creating a clear market need for AI platforms that automate and scale video production.

Meta's algorithm learns from who engages with your ad. By designing creative that speaks directly and specifically to your ideal customer, you are effectively telling the algorithm who to target.

Modern ad platforms like Meta rely less on manual audience targeting (demographics, interests) and more on the algorithm analyzing the content of the ad itself. Using explicit keywords in your copy and video script (e.g., "freelancing") is now the primary way to tell the algorithm who should see your ad, making the creative the core targeting tool.

Previously, marketers told Meta who to target. With the new AI algorithm, marketers provide diverse creative, and the AI uses that creative to find the right audience. Targeting control has shifted from human to machine, fundamentally changing how ads are built and optimized.

Simply swapping headlines or colors on the same image is now penalized with higher CPMs. The Andromeda algorithm demands a wide variety of creative formats (static images, UGC, carousels, memes) and angles (pain points, testimonials, curiosity), viewing minor iterations as a single, less valuable creative piece.

With Meta's Andromeda algorithm automating audience targeting, the primary reason for poor ad performance is no longer incorrect targeting settings. Wasted money is now almost exclusively a result of insufficient or non-diverse creative, making creative strategy the most critical component of a successful campaign.

Meta's ad algorithm now functions like TikTok's feed. What you say and show in your creative directly dictates who sees the ad. Generic, broad creative is ineffective; you must speak directly to a specific avatar's problems and position your product as the unique solution.

With Meta automating ad delivery and targeting via Advantage+, marketers gain a competitive edge by focusing on compelling ad creative and strong offers, rather than by tweaking technical campaign settings.