Winning in the Andromeda Era: How smarter inputs drive smarter scale

Meta’s Andromeda update is changing the game for Facebook and Instagram ads. Using advanced machine learning, it matches the right creative to the right person in real time, making campaigns smarter, faster, and more efficient. The system does the heavy lifting, but your input decides how far it scales. 

Want to find out how this update can make your ad campaigns more agile? We’ve outlined the essentials below.

Your inputs are deciding performance

With its global rollout complete as of October 2025, Andromeda signals a fundamental shift in how ads are selected, personalised, and delivered.

Previously, performance relied on manual audience targeting and complex ad structures. Today, Andromeda moves Meta into an automation-first era, one that is fundamentally more efficient than the old process - capable of processing 10,000x more model complexity and evaluating tens of millions of ad candidates in real time.

What this means in practice

As Meta introduces a new automated delivery feature, advertisers need to rethink how to build and fuel campaigns. The strategic focus has shifted from adding more settings, audiences, or campaign branches to strengthening the quality and variety of what you feed into the system.

With enhanced real-time personalisation, advertisers can expect improved ad relevance, increased click-through rates, and stronger campaign efficiency.

Questions every brand should now be asking:

Creative variety

Are you producing distinct creative concepts aligned to different audience mindsets, motivations and funnel stages?

Audience targeting

Is your first-party data, event setup and conversion tracking strong enough to give Andromeda meaningful learning inputs?

Adoption of automation tools

Are automation-led formats integrated into your campaign process?

Internal alignment and expectations

Performance now comes from creative signal quality, not just granular audience control – is your team aligned?

Meta reports that when campaign structures are aligned to Andromeda's framework, advertisers can see an average increase of around 8% in ad quality, but strong inputs are required to unlock meaningful uplift. 

Gaining the strategic advantage

Meta’s Andromeda update shifts performance away from manual audience control and towards a model where data, creative, and measurement become the core levers of growth. 

Success now depends on supplying inputs that give the system the context it needs to make smarter, more efficient decisions. 

"With audience modelling and prediction handled increasingly by the system, advantage now comes from stronger first-party data signals, richer creative variation and tighter measurement frameworks that can surface real incremental impact. Strategically, success will hinge on providing high-quality inputs across these three pillars.“

Tom Walkden, Media Strategy Director, IDHL

Ready to scale your Meta campaigns?

Turn smarter inputs into measurable growth with IDHL. Andromeda is reshaping ad delivery, and our experts are ready to guide you through the transition. Get in touch to optimise your campaigns and scale your performance efficiently.