Meta Andromeda: When AI Redefines Advertising Performance

Since 2025, Meta has launched Andromeda, a complete overhaul of its advertising engine.
Behind this galactic name lies a strategic revolution: artificial intelligence has become the beating heart of Meta Ads performance.
For brands and digital communication agencies, this evolution marks a major turning point, it’s time to rethink the very way campaigns are conceived.

The End of Manual Targeting

For more than a decade, the success of Meta campaigns relied on precise targeting: interests, behaviors, lookalike audiences, exclusions… That model now belongs to the past.

Andromeda, the AI engine at the core of Meta Ads, now determines who sees which ad based on billions of behavioral signals collected across the Meta ecosystem.

The goal: to maximize predictive relevance.

Powered by the NVIDIA Grace Hopper supercomputer and Meta’s own MTIA chips, Andromeda analyzes millions of ad combinations per second.
The result: smarter, faster, and more effective ad delivery, far beyond what any human media buyer could achieve.

The New Paradigm: Creativity Becomes Targeting

As targeting fades away, creative work takes center stage.
Every image, every line of copy, every emotion becomes a signal that AI interprets to reach the most receptive audiences.

At Enigma, we sum up this new paradigm in one sentence:
“Creative is the new targeting.”

To leverage Andromeda’s full potential, brands must rethink their creative production:

• Build diverse libraries of visuals and videos (different promises, angles, emotions, formats)

• Continuously test: 10 to 20 unique creatives per campaign
• Refresh ads every 2–3 weeks to prevent creative fatigue

This is where the expertise of a Swiss Meta Ads agency truly makes the difference: transforming data into creativity, and creativity into performance.

A Simplified Structure: Feed the AI, Don’t Restrict It

Andromeda simplifies campaign structure:

• One campaign per objective
• One broad ad set
• Multiple creatives running in parallel
• Minimal exclusions (existing clients, unqualified visitors)

This open approach gives AI more consistent signals and greater freedom to learn.
The outcome: improved performance and reduced average acquisition costs.

What Marketers Should Do Now

To fully harness the power of Andromeda, here are the key priorities:

• Adopt broad targeting: let AI learn from behavior instead of imposing assumptions.
• Centralize budgets with Campaign Budget Optimization (CBO).
• Track the right KPIs: ROAS, MER, and CAC now replace CTR and CPC.
• Activate Conversion API to enrich data flow and improve learning.
• Create at scale: invest in creativity, UGC formats, and storytelling.

In Summary

With Meta Andromeda, the future of digital advertising in Switzerland lies at the intersection of AI, creativity, and integrated strategy.

Brands that collaborate with a digital communication agency mastering Meta Ads will be best positioned to thrive in this new algorithmic era with campaigns that are smarter, more agile, and deeply human-centered.

Enigma, Meta Ads & Digital Communication in Switzerland

Enigma is a trilingual digital agency (French, German, English) based in Geneva and Zurich, serving the entire Swiss market.

We combine:

• A “data + creativity” approach, perfectly aligned with how Meta Andromeda’s AI operates

• Strategic expertise (branding, digital identity, marketing plans)

• Advanced proficiency in digital advertising, programmatic media, and Meta Ads campaigns

Our Method for Optimizing Advertising Performance

• Audit & Data
  We start by collecting conversions, activating the Conversion API, and conducting a structural review of existing campaigns.
  This step is crucial: Andromeda learns more effectively when it has access to clean, consistent, and rich signals.

• Creativity at Scale
  We build a library of 10 to 20 creatives per campaign, adapted into various formats (UGC, short videos, static images) and exploring different angles and promises.
  As mentioned in the article, “creative is the new targeting” today, it’s the quality and diversity of creative assets that drive performance.

• Simplified Structure
  Each campaign follows a clear principle: one objective, one broad ad set, and minimal exclusions.
  This approach aligns with the new Meta Andromeda paradigm, which values simplicity and consistency to enhance AI learning.

• Budget & Optimization
  We activate Campaign Budget Optimization (CBO), centralize budgets, and track modern performance metrics such as ROAS, MER, and CAC.
  This approach gives the AI the flexibility it needs to continuously optimize ad delivery.
  
• Monitoring & Refreshing
  We ensure regular performance monitoring and make quick creative pivots every 2 to 3 weeks, pausing or adjusting underperforming ads.
  This dynamic cycle prevents ad fatigue and supports continuous learning across campaigns.