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Marketing Brew

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A trade-press explainer of Meta's Andromeda delivery system, the actual AI engine behind why broad and Advantage+ now outperform manual interest targeting.

How Meta's AI Push Is Changing Ad Creation

From Marketing Brew

  • Meta's Andromeda ad retrieval system rewards advertisers who upload a large, diverse volume of creative to a broad audience.
  • The system uses creative signals, not advertiser-set interests, as the primary input for deciding who sees an ad.
  • Marketers report Meta's automation still needs human oversight, it is not fully hands-off yet.
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Answers Should I use detailed interest targeting or go broad with Advantage+?
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