In 2025, Meta ushered in a major upgrade to its ad infrastructure with the launch of Andromeda, a state-of‑the‑art AI-powered ads retrieval engine. This innovation underpins Meta’s Advantage+ automated campaigns, transforming how ads are selected, personalized, and delivered across platforms like Facebook, Instagram, and Threads.

Whether you’re running e-commerce campaigns, lead generation drives, or promoting products globally, Andromeda is shaping the future of ad relevance, performance, and efficiency. Let’s explore how it works, why it matters, and how you can stay ahead in a changing ad landscape.

What Is Andromeda?

Meta describes Andromeda as a next-generation machine learning system designed to power ad retrieval—the process of selecting the most relevant ads for each user in real time ﹘ not just at the bidding or delivery stage. This system runs on high-performance infrastructure like the NVIDIA Grace Hopper Superchip and Meta’s custom MTIA hardware to handle massive scale and ultra-low latency. 

Key innovations include:

• • Deep neural networks tailored for complex data interactions
    
  • Hierarchical indexing to manage exponentially growing ad creative sets
  • Massively scalable capacity, allowing 10,000× larger models and inference throughput 

Precision Targeting Meets Automation

Andromeda feeds into Meta’s Advantage+ campaign suite—automated campaign types that handle targeting, budget allocation, and creative optimization with minimal manual input. By powering deeper personalization at the retrieval stage, it lets Advantage+ work smarter and faster. 

• • Advertisers using Advantage+ Creative tools reported up to 22% higher ROAS upon adopting AI-driven targeting features 
  • Conversion lift from AI-generated creative (images and copy) averaged around +7% 

Performance Gains You Can Measure

Andromeda delivers measurable performance improvements across Meta ad platforms. Meta reports:

• • +6% recall improvement—the system recognizes more relevant ad-to-user matches
  • +8% ad quality uplift, meaning better relevance and user experience 

Advertisers embedding Advantage+ creative saw performance improvements including:

• • Up to 22% ROAS increase, particularly for e-commerce campaigns
  • 7% higher conversion rates using GenAI-generated creative assets 

How Andromeda Works: The Technical Breakdown

Andromeda transforms Meta’s ad stack in three core areas: retrieval, indexing, and inference.

• Retrieval Stage Optimization
  Rather than showing all users a static subset of ads, Andromeda smartly retrieves candidate ads from millions based on real-time user signals. The result: highly personalized ad delivery that scales efficiently. 

• Hierarchical Indexing Structure
  New hierarchical indices support the exponential growth of ads—especially from Advantage+ creative automation—making lookup faster and more precise. 

• High-Throughput Inference Pipeline
  Custom GPU-accelerated pipelines and feature processing cut latency drastically—Meta notes up to a 3× increase in queries per second compared to CPU models 

This architecture enables Andromeda to handle massive creative volume and maintain low latency.

Benefits for Advertisers

1. Improved Relevance & Engagement

With deeper personalization and smarter targeting, ads are more likely to connect with receptive audiences—boosting click-throughs, conversions, and brand sentiment.

2. Creative at Scale

Because Andromeda thrives on diversity, it rewards broad creative sets. Advertisers widely report that uploading many variations gives the algorithm more signals to optimize from.

3. Reduced Manual Oversight

Legacy campaign structures—with thousands of micro-audiences—are being replaced by broader Advantage+ setups. Andromeda takes care of creative matching, targeting, and sequencing autonomously.

4. Future-Ready Infrastructure

As Meta’s platforms evolve, Andromeda is designed to scale with advances in AI hardware—supporting more complex models, generative algorithms, and personalization layers.

 

What This Means for Different Advertisers

E-commerce Brands

Advantage+ Shopping campaigns powered by Andromeda deliver strong gains: up to 32% higher ROAS was observed in e-commerce A/B tests, often coupled with better conversion rates from AI-generated creative.

SMB & High-Consideration Brands

Meta has expanded Advantage+ to include lead generation, making broad targeting and dynamic creative viable even for smaller businesses. This helps brands build signal and first-party audiences without requiring large purchase volumes. 

Agencies and Performance Experts

Agencies that master hybrid strategies—combining Advantage+ with manual campaigns—reap maximum benefit. Testing AI creatives against human-crafted ads helps preserve brand voice while leveraging scale. 

Limitations and Considerations

• Reduced Manual Control: Brands that require precise audience segmentation may feel constraint under automation-heavy Advantage+ default settings.

• Creative Consistency: AI-generated variants may occasionally drift from brand identity; human oversight remains essential.

• Reporting Gaps: Meta increasingly relies on modeled conversions, not raw pixel-attributed conversions, impacting measurement alignment.

• Platform Fees: In-app iOS boosting may incur a 30% cost—brands should prefer desktop workflows where possible.

How to Get Started with Andromeda-Powered Campaigns

To get maximum benefit from Andromeda-driven Advantage+:

• Embrace Broader Targeting: Give clear signal—not tiny audience slices. Andromeda works best with flexibility.

• Feed Creative High Volume: Use Advantage+ creative tools to upload multiple images, headlines, formats—even AI-generated versions.

• Set Clear Conversion Signals: Optimize for events like “add to cart,” lead form submission, or app installs to train the system.

• Test Humans vs. AI Creative: Run control tests to ensure brand tone and effectiveness remain consistent.

• Monitor Opportunity Score: Use Meta’s Opportunity Score to evaluate how well your setup aligns with Andromeda and Advantage+ best practices.

Final Thoughts

Meta’s Andromeda engine represents a paradigm shift in ads delivery—moving from static segment-based targeting to dynamic, AI-driven personalization at unprecedented scale. In combination with Advantage+ automation, it offers measurable campaign performance gains, creative flexibility, and simplified setup across platforms.

That said, the shift demands a new approach. Brands and agencies must balance automation with strategic oversight, maintain brand voice amid AI-generated creatives, and stay aligned amid evolving reporting changes.

For advertisers ready to go beyond traditional ad strategies, understanding Andromeda—and how it powers Meta’s future—is non-negotiable.