What Meta's Andromeda Update Actually Changes - And What It Doesn't | AdExchanger

"But this increased velocity has also introduced confusion. Many advertisers assume that, because Andromeda adapts quickly, they can simply supply massive volumes of creative, rely on automation and let the system handle the rest. Others expect that the algorithm will surface insights, fix signal issues or compensate for budget constraints. Andromeda is powerful but far from omniscient. It relies on the strength of the signals it's fed, the strategic clarity of its objectives and the quality of the creative assets it's trained and optimized against."

"In practice, this approach often works against the advertiser. When creative supply dramatically outweighs available budget, learning slows, delivery fragments, and the system struggles to distinguish signal from noise. Many smaller or emerging brands fall into this trap, assuming they must keep pace with the creative velocity of global advertisers, only to discover that their budgets can't support meaningful learning across so many assets."

Andromeda accelerates Meta Ads delivery cycles, causing creatives to be picked up and exhausted much faster and making optimization more dynamic. The increased velocity has created confusion as some advertisers overload the system with creative or expect automation to solve signal and budget problems. Andromeda requires strong input signals, strategically clear objectives, and high-quality creative assets to perform well. Brands that succeed refine creative strategy rather than outsource judgment to the algorithm. A key best practice is matching creative volume to budget and campaign goals, since excessive asset supply relative to budget fragments delivery and slows learning.

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