Meta is stepping up its AI offerings by introducing a new tool called ‘Andromeda’.
Meta is already heavily pushing AI, with features such as Advantage+ campaigns, Advantage budgets etc…but the new feature will level this up and allow for more personalisation of targeting.
The new tool is ‘a machine learning system for ad recommendations, aimed to improve the value of ads for both advertisers and users. This means that it should be able to deliver ‘more personalized’ ads to viewers and to maximize the return on ad spend for advertisers.’
According to 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. Its deployment across Instagram and Facebook applications has achieved +6% recall improvement to the retrieval system, delivering +8% ads quality improvement on selected segments.”
This new update aims to drive efficiency of ads and increase ROAS for brands.
