What are the implications of Meta AI on your advertising strategy?

Andromeda is Meta’s AI engine for personalized ad serving . Where audiences used to be built manually based on interests, age, or location, Andromeda works completely differently. The system focuses exclusively on real-time behavior . What someone is doing or searching for at that moment determines which ad is relevant.

Andromeda scans millions of ads in milliseconds and chooses the combination of message, image and timing that best suits the user at that moment. This creates a personalized ad experience that performs better and wastes less.

The classic approach to advertising, with segmented ad sets and A/B testing on target groups, is making way for a different strategy. Meta's algorithm does the heavy lifting. So you no longer have to choose who you reach, but what you show .

In concrete terms, the following will change:

1. Building audiences has become redundant . With the introduction of Advantage+ Open Targeting, Meta knows better than you who is interested in your products or services. Only for retargeting, separate audiences remain relevant.
2. One broad campaign works better than multiple ad sets . Don't try to steer yourself with micro-budgets and individual placements. Meta's algorithm recognizes patterns faster than you can. If you start optimizing manually, you sabotage the learning process of the system.
3. Content is everything . Who sees your ad depends on your content. It is important to show different creations that appeal to different types of people. No ad wins alone. They must work together as a whole to achieve the best possible results.
4. Benefits for those who rely on AI tools . We see strong results when using AI-driven targeting, which can go up to +22% ROAS.
5. Value rules will soon offer additional control . Later this year, Meta will roll out so-called value rules that will allow you to partially adjust the algorithm, for example by increasing bids for a specific age, gender or operating system. This will offer more nuanced control without resorting to traditional segmentation.

For you as a company, this shift means a completely new way of working . The classic way of thinking of planning campaigns, defining target groups and comparing results between ad sets loses its value. But that doesn't mean that you as a company have to sit on the sidelines and watch.

At Tunity, we help you understand and successfully implement this new way of working. We translate your brand strategy into the right content, optimize Advantage+ campaigns, and use the insights from Meta's AI to continuously adjust. We closely monitor developments , analyze real-time results and ensure that your campaigns continue to perform optimally in this new advertising landscape.