11/01/2026
Currently, Meta’s Andromeda is one of the trending terms and latest exciting updates in the digital marketing space, but what exactly is Andromeda, and how will this affect Meta ad strategies moving forward?
Meta’s Andromeda is the latest significant update to the advertising platform and introduces a new AI engine that is backed by powerful hardware. This new learning engine more effectively leverages user data, such as liked posts and videos we engage with, to deliver the best ad, at the right time, in milliseconds.
This is a powerful new system that delivers more personalised ads, benefiting users, advertisers, and businesses.
So, how does this affect your Meta ads strategy?
Previously, the most effective strategy was to create campaigns with individual ad groups based on your target audiences and the available customer data you had at your disposal.
However, with the new advanced Andromeda engine, it is recommended that you change and test your targeting as broad, using an Advantage+ audience where possible, as this will enable you to best leverage Andromeda and its advanced targeting.
It is also recommended that you introduce more than six ad variations where possible, as this provides Andromeda with the ability to choose the best ad to deliver to your target audience, at the right time. These ads should also be diverse - think different angles, such as demos, social proof, benefit driven and expertise.
Even though this new targeting option is exciting, our experienced team would advise taking some precautions, including the following:
- A/B test an Advantage+ campaign against your ever green campaign, as this targeting approach is still new and improving.
- Include some guidance to steer the broad targeting, such as gender, age, and locations.
- This broad targeting will be most effective with a larger budget, so this is important to keep in mind before creating an Andromeda campaign.
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