Meta's next-generation Andromeda: What does it mean for your ads?
Meta has upgraded the engine behind ad selection
On 28 October 2026, Meta announced the next generation of Andromeda. Andromeda is the system behind the first stage of ad selection on Facebook and Instagram: out of a huge pool of eligible ads, it finds the candidates most relevant to each user before they are ranked and shown.
The new version is built on a new AI architecture that can handle far more ad candidates and more complex signals. In short, Meta is getting even better at finding the right audience for your ads on its own.
Meta Andromeda, October 2026
100x
higher capacity compared with the 2024 Andromeda system, according to Meta.
Source: Meta EngineeringWhat is new?
A new AI architecture
Instead of one single user model, Andromeda now uses several specialised models that together give a more nuanced picture of what each user is interested in. The system also takes real-time context into account when evaluating ads.
Built for speed
Together with NVIDIA, Meta has brought the entire selection process onto a single GPU server. This makes it possible to evaluate far more ads within the same time frame, without users waiting longer.
Better results for advertisers
According to Meta, the next generation of Andromeda has contributed to 2.4% more conversions on Facebook since 2025. The figures come from Meta's own technical write-up and have not been independently verified.
What does it mean for your ads?
As Meta gets even better at finding the right audience on its own, your creative becomes the most important signal you can give the algorithm. It is not necessarily about producing more ads, but about working with more distinct messages that speak to different customer needs.
Variety over volume
Ten near-identical ads give the algorithm one signal. Five ads with different angles, such as price, quality, sustainability or use case, let it match each message with the users it resonates with most.
Give the algorithm room
Broad audiences and a simple campaign structure give Andromeda more to work with. Narrow audiences and many small campaigns limit its ability to find the right people.
Measure creative performance
Systematically track which messages and formats drive results, and use the insights for your next round of ads.
Want to know more about how Andromeda works? Also read Optimise your advertising with AI: Meta's new algorithm Andromeda.
Source: Meta Engineering, Meta Andromeda: Next-generation ads retrieval, 28 October 2026.
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