Tech giant Meta often encourages its advertisers to experiment with its automated Advantage+ campaigns and other AI-driven ad creation tools. These tools allow advertisers to automate nearly every aspect of the ad process including creation, budgeting, and targeting with the purpose of campaign optimization.
The important question is—do they actually offer a significant improvement in performance?
Meta is now sharing some intriguing performance results from their Andromeda system that seems to answer that question.
What is Andromeda?
Meta describes Andromeda as “a proprietary machine learning (ML) system design for retrieval in ad recommendation focused on delivering a step-function improvement in value to our advertisers and people.”
In other (and less robotic) words, it’s AI technology designed to automatically determine which ads users should be seeing to optimize the spend of advertisers.
How Effective is Meta’s Andromeda Advantage+ Campaigns?
From what Meta is telling us, Andromeda is achieving its objective.
From Meta:
Andromeda significantly enhances Meta’s ads system by enabling the integration of AI that optimizes and improves personalization capabilities at the retrieval stage and improves return on ad spend.
It’s important to note that Meta is utilizing NVIDIA’s Grace Hopper Superchip to better learn higher-order interactions from people and ads data.
The company reports that its deployment across Instagram and Facebook has achieved +6% recall improvement to the retrieval system, delivering +8% ads quality improvement on selected segments.
Meta also reports that advertisers who use their Advantage+ creative tools experienced a 22% increase in return on ad spend (ROAS) after enabling the system’s AI-driven targeting features.
Assuming these are accurate, they’re impressive numbers that support the effectiveness of AI-based advertising tech.
Why Andromeda and Avantage+ are Increasing Performance
Meta’s enhanced ad matching system is simply improving both the speed and performance of ad delivery, adjusting based on how users interact with ads. This has translated into better overall outcomes for AI-generated ads.
A key advantage of Meta’s automated ad systems is also the integration of user engagement data from across its platforms. This enables Meta to identify which ads resonate with users, removing the guesswork that comes with audience segmentation.
By relying on this broader pool of engagement data, Meta’s system can then uncover new audience segments that marketers might have overlooked.
This is the likely catalyst that’s driving both increased engagement and conversions.
The company also notes that businesses utilizing its image generation feature have seen a 7% increase in conversions.
While the quality of AI-generated images can sometimes be hit or miss, Meta’s results suggest that these tools are delivering tangible improvements in ad performance.
If you’re a publisher or affiliate, Meta’s ongoing advancements in AI-based ad tools may offer valuable opportunities to refine your advertising strategy.
You can discover more about Meta’s Andromeda ad targeting system and its impact on ad performance here.
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