Meta’s Andromeda update has redefined how brands reach their audiences.
Instead of relying primarily on traditional demographic or interest targeting, Andromeda clusters and optimises ads based on creative signals - how the content resonates emotionally, visually, and contextually with real users.
This shift toward creative similarity and entity-level clustering means that if your ads look and feel too similar, they get grouped under the same entity ID.
We’re saying, create diversity at the levels Meta actually cares about. E.g:
In case you missed it, we went into detail about how £100M brands scale with Andromeda here:
https://www.youtube.com/watch?v=-GFfMiiiLzA
You should now operate under the theory that there is a perfect creative for each user. Instead of “Which audience fits this ad?”, the question becomes “Which specific ad version will resonate most with this single user right now?”
“Soul-mate theory” is just shorthand for Andromeda’s goal: every ad impression should feel as if the advertiser crafted that exact image and line of copy specifically for the person viewing it, and the system now has the scale and smarts to try.
But what does that actually mean in this context?
❌ Deterministic (Old Way)
The algorithm behaved like a rulebook.
If a user matched certain parameters (e.g., location, age, interest in “running shoes”), the system would follow a fixed chain of logic to choose which ad to show.