What New Meta Andromeda update Means for D2C Brands Running Meta Ads in 2025

Sanket Padekar
2 days ago
3 min read

Meta recently announced Andromeda, its next-generation ads retrieval engine designed to power personalized ads at massive scale. This update matters to every D2C brand — whether you're spending ₹1,000/day or ₹300,000/day.

Here’s a simple, practical breakdown of the update and its real impact on Meta Ads performance for Indian D2C brands.

What Exactly Is Meta Andromeda update?

Andromeda is Meta’s new system for the retrieval stage of ad delivery.

In Meta’s ad system:

Retrieval = selecting a small, relevant set of ads from millions
Ranking = choosing the best ad to show a user
Delivery = serving the ad

Andromeda enhances the first step — retrieval — using:

New deep learning models
Custom hardware (MTIA accelerators)
NVIDIA Grace Hopper architecture
Faster feature extraction (100× improvement vs older CPU systems)
Improved personalization and relevance scoring

Meta reports:

+6% improvement in recall
+8% improvement in retrieval qualityThese improvements help the ranking system show better ads to the right users.

What Changes for D2C Brands?

Meta highlights one clear theme:

Systems perform better when advertisers provide more creative candidates.

Here’s how this affects your strategy:

1. Creative Volume Matters More Than Before

Meta publicly shared that:

Over 1M advertisers used GenAI creative tools in a single month
Over 15M ad variations were generated
Advantage+ Creative enhancements improved ROAS by up to 22% for some advertisers

This shows how strongly performance correlates with creative diversity.

For D2C brands: Producing multiple variations (angles, hooks, formats) helps Meta’s engine retrieve the right ad for each user.

2. Automation Works Better with Andromeda

While Meta doesn’t say “manual targeting is obsolete,” the update strengthens the role of:

ASC (Advantage+ Shopping)
Broad targeting
Automated placements
Dynamic formats
AI-generated creative variants

Because Andromeda improves retrieval quality, automated systems can explore and match ads more efficiently.

For D2C brands: Automation-led setups often outperform heavy manual segmentation, especially when budgets are modest.

3. Campaign Consolidation Supports Faster Learning

Meta emphasizes reducing fragmentation and enabling systems to learn from dense signals.

Although the article doesn’t give campaign structure recommendations, industry-wide data and Meta Blueprint advice point to:

Fewer campaigns = stronger learning
Larger audiences = more signals for AI models

For D2C advertisers at ₹1k–₹10k/day:1–2 campaigns usually perform better than over-segmented setups.

4. Creative-Audience Fit Improves Automatically

Better retrieval means:

The right creative reaches the right user
More personalized ad matching
Higher probability of engagement and conversion

Your job as an advertiser: Provide enough creative variety so the system has options.

Practical Recommendations for D2C Brands

Based on Meta’s official update + best practices for India’s D2C ecosystem:

1. Increase Creative Variations

Meta’s data shows advertisers benefit when they provide multiple creative candidates.

Recommended:

6–10 creatives per month for small budgets
Mix of static, videos, hooks
Include some AI-assisted variants for volume

2. Use Automation Components Wherever Feasible

ASC for matured accounts (15–20+ conversions/month)
Broad audiences for new brands
Advantage+ creative enhancements
Dynamic formats & placements

These align best with Andromeda’s retrieval improvements.

3. Run Fewer, Stronger Campaigns

For most brands spending under ₹10k/day:

1 Prospecting campaign
1 Retargeting campaign

This ensures clean signal density.

4. Refresh Creatives Regularly

Not because Meta says so, but because D2C audiences fatigue faster at smaller budgets.

Typical refresh cycle: 7–14 days based on spend.

In Summary

Meta’s Andromeda update strengthens three pillars of performance marketing:

1. Creative diversity matters more

The system performs best with multiple creative options.

2. Automation becomes more effective

ASC, broad targeting, and dynamic formats are aligned with the new retrieval engine.

3. Signal density is critical

Fewer campaigns → better learning → better performance.

For D2C founders, this means moving away from manual over-segmentation and shifting toward:

✔️ More creative variations

✔️ Consolidated campaign structures

✔️ Automation-first strategy

✔️ Faster iteration cycles

The future of Meta ads is less about finding the right audience and more about giving the system the right creative options.