Andromeda is Meta’s updated ad retrieval and ranking algorithm rolled out in 2025, designed to handle a significantly larger volume and variety of ad creatives while matching them more precisely to users likely to convert. It replaced an older retrieval system and is capable of processing far more behavioral signals than its predecessor enabling better personalization at scale. Andromeda was blamed by many advertisers for performance fluctuations in early 2025 before accounts adapted to its new optimization patterns. Under Andromeda, creative diversity matters more than creative volume, finding a winning ad format and repurposing it across different creatives outperforms churning out many variations of the same concept.