Meta Ads was one of the most favorite advertising channels in the last few years. Success on Meta used to stem from targeting the “right” audience based on detailed interests, behaviors, and demographics. Targeting was the number one skill a Meta advertiser needed. That all changed with Andromeda, the AI-powered ad delivery system for Meta. Andromeda identifies which advertisements a user sees out of millions of possibilities.
The advertisers are no longer required to manually push the ads to the smaller, highly specific audiences. Delivery is handled by Meta’s system. The advertiser has to develop strong ads, choose an appropriate objective, and give clear signals on performance to Meta. This will help users see more relevant ads while helping advertisers reach their goals more efficiently.
In this post, we will show that Andromeda is not just another algorithm update, but rather a complete change in how Meta Ads should be planned and run.
This is not saying advertisers lost complete control. But how you control it changed. The new system now optimises and delivers using performance signals, not fixed audience concepts.
1) The AI Makes the Delivery Decision
Andromeda chooses the best ads for the individual's interest. It’s looking for clear signals in real-time to make adjustments, favoring what works best.
2) Your Job Isn't to "Find" the Audience
The meta’s algorithm now needs the right inputs from the advertiser to understand who the ads the best suited for. such as having clear objectives, compelling creative, and accurate conversion data.
3) Lookalike Audiences Are Still Useful,But now, lookalikes do not exactly define who your audience would be. They are more directional pointers. This helps Meta better learn more about the ad.
4) Creative Variation is Now the New Targeting : Creativity is the best targeting method now.
Creatives themselves are enough to find the best audience you need for your ad. This update is not meant to make advertising hard but to bring more clarity and value to the audience.
Now, clear messaging, clear structuring, and diverse creatives are more effective.
The shift is clear now. Instead of putting most of your effort into finding the right audience and interest stacking, focus should change to understanding the audience deeply and converting that understanding into audience-aligned creatives.
For students and professionals learning Meta Ads, this means mastering creative strategy, performance analysis, and objective selection is now more important than memorizing targeting tricks. The platform rewards clarity and relevance, not micromanagement.
These steps help Andromeda learn faster and optimize delivery more effectively.
Andromeda represents a clear shift in how Meta Ads work. The platform has moved from manual audience control to AI-driven delivery powered by performance signals and creative relevance. Success on Meta is no longer about finding the audience—it’s about communicating clearly and letting the system do what it’s designed to do.
As Meta continues to evolve, advertisers who adapt to this mindset will be better positioned to achieve consistent and scalable results.
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Explore our practical, future-ready digital marketing programs at Oxdu Demend School, where we teach Meta Ads the way they actually work today—not the way they used to.
