Meta (Facebook & Instagram) rebuilt its ad “engine”: Andromeda. The system now picks from a much larger library of your ads and matches the right message to the right person. That means less micromanaging audiences, more winning with creative variety and simple account structure.

What changed — without the tech jargon

In the old world, you hunted for one “perfect” ad and tinkered with audience settings. Now the platform chooses smarter from your entire “creative library” and factors in someone’s recent behavior along their journey. The more varied your set of ideas, the better the match.

The new system is a super librarian with the keys to the whole library and your reading history. It has:

• A bigger catalog to choose from. Instead of peeking at a few options, it can scan thousands in seconds.

• Memory of your journey. If you just read travel guides about the Alps (watched ski videos, clicked resort content), it won’t keep pushing hotel ads—it’ll suggest what’s next (lift tickets, gear, how-to videos).

• Context, not just keywords. It connects the dots between what you did last week and what you’re browsing today, then surfaces the ad that fits this moment.

So the game isn’t to find “the one perfect ad” anymore. It’s to give the librarian a diverse shelf of distinct concepts—so it can pick the right one for each reader, at each chapter of their journey.

What this means for brands

1. Creative variety wins
   Don’t ship 10 minor variants of the same banner. Publish distinct angles: problem/solution, reviews/UGC, before-after, founder story, features/benefits, demo, comparison. This lets the system “find” multiple sub-audiences inside one broad audience.
   

2. Keep the structure simple
   Fewer campaigns and ad sets → more data density for the algorithm. Broad targeting + diverse creatives usually beats lots of tiny segments.
   

3. Optimise for real growth
   Strong ROAS in Ads Manager can hide that you’re mostly converting existing customers. Also check your backend (new vs. returning customers). If needed, add exclusions for past buyers to protect new-customer acquisition.
   
   

Do / Don’t

Do

• Think in angles, not tweaks. Launch 4–6 clearly different concepts per batch.
  

• Let automation work. Broad targeting, Advantage+ where relevant, and frequent creative refresh.
  

• Measure beyond the platform. Compare results with your shop/CRM to safeguard new-customer growth.
  
  

Don’t

• Don’t A/B-test tiny details endlessly (button color, a single word). That barely feeds the system.

• Don’t run 10+ parallel campaigns “just in case.” Fragmentation weakens the learning signal.