The Andromeda Update: What Changed, Why It Matters, and How It Redefined Modern Marketing Strategy
The Andromeda update marked the most consequential shift in Meta’s advertising system in over a decade. While many platform changes introduce new formats or controls, Andromeda fundamentally altered how ads are selected, evaluated, and delivered at scale. The impact was not cosmetic. It was structural. For marketers, this shift disrupted long-held assumptions about targeting, optimization, and predictability. Strategies that once produced consistent results began to degrade, while accounts...
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