Simply put, Andromeda is a new ad-delivery algorithm for Facebook and Instagram. Meta states that the models used are up to 10,000 times more complex: from tens of millions of ad variations, the first selection step narrows the pool down to thousands of candidates. For advertisers (advertising agency), this means that Andromeda replaces broad categories with fine-tuned personalization.
This selection process is extremely extensive — older filtering methods were hitting their limits due to the explosion of AI-generated variations. Andromeda handles this surge by selecting very quickly (approximately within 200 ms), more intelligently, and with an individualized approach.
In short: Andromeda processes millions of ads and narrows them to a few thousand truly relevant ones, increasing the chances that the right creative reaches the right person.
Why did Meta decide to make this change?
Meta’s ad system was no longer keeping up. The massive influx of AI-generated creatives caused the algorithm to gradually lose the ability to effectively determine what to prioritize — performance had been evaluated separately for each creative. As ad variants multiplied and Meta often supported them with minimal differences, the result was an overwhelmed auction system and reduced ad relevance for users.
User value enters the ad-ranking equation
With Andromeda, Meta analyzes ads more deeply: the algorithm observes how an ad affects people and evaluates its overall quality. A major change is the addition of “user value” to the auction.
User value focuses on:
Relevance Score: Meta evaluates how well an ad matches a user’s interests, behavior, and demographics. If the ad is relevant, it has a higher chance in the auction.
Interaction history: If the user previously engaged with similar ads (clicks, comments, shares), Meta takes this into account.
Negative feedback: If a user hides an ad or marks it as inappropriate, its chances in future auctions decrease.
What Meta considers low-quality advertising
Withholding information: ads that intentionally leave out key facts so the user must click. This is typical clickbait, which works short-term but is penalized long-term.
Sensationalist language: exaggerated promises, excessive exclamation marks, claims like “the best product in the world,” or headlines teasing content that’s missing from the landing page.
Artificial engagement boosting: ads urging irrelevant interactions (“Like if you agree!”) or contests without a clear purpose; the algorithm treats these as spam.
How Meta measures ad quality
Andromeda tracks how people react to ads — whether they hide them, report them, or how long they stay on the landing page. High hide rates or immediate exits after clicking are strong signals that an ad isn't meeting expectations.
Not even the best creative can rescue a website that feels misleading: Meta penalizes pages with a lack of authentic content, excessive ads, intrusive pop-ups, or unclear product/shipping information. If you have bad reviews, negative comments, or poorly aligned content, Meta may gradually increase your CPM. This principle has existed before, but now it carries significantly more weight. It’s no longer just about how much money you invest — Meta now prioritizes user relevance.
Emphasis on creative diversification
Ads will be evaluated in groups, increasing the pressure for creative diversity and meaningful conceptual variety. This means having:
Different visual concepts: e.g., discount messaging, testimonials, lifestyle scenes, multi-product creatives, or different protagonist types (young woman, family, senior…).
Different formats: dynamic creatives, video, banners.
What creative diversity looks like in Meta ads
Having five nearly identical ads with only the headline or background color changed is no longer enough. Meta now rewards true creative differences — distinct ideas, visuals, tones, and calls to action. Each ad should represent a unique angle, motivation, or emotion you want to evoke. The key isn’t just quantity but meaningful variation.
If you produce only slightly different ads, performance is unlikely to improve. The system rewards breadth and distinctiveness, appealing to different types of users — one may respond to rational arguments, another to emotion, another to visuals or format.
Creative diversification tips by stage of the buying cycle
Andromeda can handle far more ads than before, so don’t be afraid to test. Some advertisers run dozens of variants within a single ad set successfully. The old recommendation of limiting ad sets to around six ads may no longer apply. Of course, always test in your own account to see whether this strategy works best for you.
Adapt to the change and use Andromeda to your advantage
The advertising world is changing quickly, and with Andromeda, Meta pushes the boundaries of what relevant, efficient, and impactful targeting looks like. If you don’t want to fall behind, it’s time to rethink your approach to creatives, campaigns, and especially your audience.
Don’t be afraid to test, experiment with new formats, and create truly varied content. The system will reward you with higher relevance, lower costs, and a more satisfied audience.
Want to get the most out of Andromeda?
Contact us and we’ll help you set up your ads so your budget works more efficiently than ever before.
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