Fully rolled out in late 2025, Meta’s AI advertising algorithm has completely changed how businesses need to market on social media.
In 2025, Meta started using an AI algorithm called Andromeda. The previous model of Advantage+ has not gone anywhere. It still has the same user interface, just the back end has changed. Think of Advantage+ like the dashboard in a car. Andromeda is now the V8 engine.
How has it changed:
Andromeda has changed the targeting algorithm for audiences. Now, targeting is mostly done by its in-system AI software. Some aspects still need to be manually targeted, for example: geotargeting, compliance, exclusions and retargeting for audiences.
Now it is focused on extensive creative testing rather than complex targeting and structure. It prefers:
Fewer campaigns with more ads
Less segmentation of campaigns
More creative testing and variants
More emphasis has been put on creative testing, reiteration and execution. Now, Meta awards those with strong messaging over strong targeting. With Andromeda, you need to emphasise.
Strong offers
Varied and effective emotional angles
Multiple, tested hooks
Consistent and strong messaging
If you are left a little confused, just follow this:
Andromeda wants fewer campaigns with more ads, less campaign segmentation, and extensive creative testing with multiple variants.
If you want to get ahead of the Andromeda algorithm, do this:
• Creative testing with multiple hooks, aesthetics, and emotional angles.
• Strong creative. Foolproof creative drives engagement, which leads to conversions. No more good targeting to make up for bad creative.
•Transparent data. Andromeda needs measurable data in order for it to function properly. That means it needs clean tracking, no dodgy links to duplicated figures, and warped results, just honest, formatted data.
To sum up:
Creative testing, good data and focused campaign objectives. Meta has made it clear that it awards those with strong messaging over strong targeting.
If you want to combine strong creative with data, Out of Orange can help you get on top of both in 2026.
