Andromeda Algorithm
Meta's retrieval system that made creative the #1 performance lever
Andromeda is Meta's ad retrieval system launched in late 2024 that pre-filters ads before the main auction. It evaluates creative quality, relevance, and diversity signals to decide which ads enter the auction — making ad creative the primary performance lever over audience targeting.
How It Works
- •Retrieval stage — Andromeda scans all eligible ads and scores them on creative quality signals
- •Candidate filtering — low-quality or redundant creatives are removed before the auction
- •Auction entry — only pre-approved ads compete on bid and relevance
- •Delivery optimization — winning ads are served with additional creative diversity signals
Why It Matters
- •Shifted Meta ads from targeting-first to creative-first
- •Understanding Andromeda = competitive advantage over advertisers still focused on audiences
- •Rewards creative diversity — running more unique variations increases auction entry probability
How AdRiseLab Helps
AdRiseLab is built specifically for the Andromeda era. Our system generates creatives optimized for Entity ID diversity and creative variety signals that Andromeda rewards. More unique creatives means more chances to pass the retrieval gate and enter auctions at lower costs.
See how Creative Generation works →