Meta’s recent Andromeda update, the most advanced iteration of its ad-retrieval system, has dramatically accelerated the rhythm of advertising on the platform. Delivery cycles are faster, and creative exhaustion happens with remarkable speed. However, this increased velocity has led to a common misconception: that advertisers should simply flood the system with volume and let automation take the wheel.
In her recent piece for Ad Exchanger, Mile Marker VP of Biddable COE Monica Shukla explains why Andromeda is powerful but not omniscient. To succeed in this new era, brands must stop outsourcing judgment to the algorithm and instead refine their creative strategy.
Quality Over Quantity: The 20+ Asset Trap
A persistent myth is that uploading 20 or more creatives per ad set is the best way to feed the new system. In reality, when creative supply outweighs the available budget, learning slows down and the system struggles to distinguish signal from noise.
Instead of overwhelming the algorithm, advertisers should align creative volume with their specific budget and funnel stage. This ensures the system creates enough data density to learn quickly and efficiently.
Structure Your Testing to Measure Marketing Impact
Andromeda excels at optimizing delivery, but it does not automatically generate insights into why specific assets perform. Without a hypothesis-driven testing framework, brands risk misinterpreting volatility as a creative signal.
To truly measure marketing impact, advertisers must isolate variables and document findings. This turns rapid optimization into a compounding knowledge base rather than a chaotic churn of assets.
Balancing Concepts and Variants
Finally, success requires a balance between diverse creative concepts and scalable variants. Fresh concepts provide the breadth Andromeda needs to reach different audiences, while variants extend the lifespan of winning ads to prevent fatigue,.
As Monica concludes, the winners in the Andromeda era will be those who test deliberately and pair the system’s speed with human-led strategy.
📖 Read the full article by Monica Shukla on Ad Exchanger
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