Facebook's new algorithm and advertising content

Step Link Canada specialists discussed Facebook's new algorithm. The Andromeda system appeared at the end of 2024, but did not become fully operational immediately, only in 2025. How does this method differ? Previously, advertisements were displayed based on target audiences and interests, but now artificial intelligence selects advertisements for each user. In simple terms, the process looks like this: Andromeda finds advertising creative, personalises and analyses it, and then selects candidates who may be interested in this ad. It is important to take a closer look at how the algorithm works. It consists of four stages. Let's talk about each of them in more detail.

Candidate selection

The first stage is candidate selection. Andromeda reviews the entire advertising database and selects several hundred creatives that may be of interest to a specific user. The algorithm takes into account the person's click history, topics they were interested in, what products they bought, and how they reacted to previous ads (likes, views, clicks). Andromeda then decides for itself who might be interested in the ad. It can even be seen by users who were not included in the target group when the ad was launched.

What else is worth noting here? Facebook recommends running ads on Advantage Plus, i.e. to a wider audience. This should help the Andromeda algorithm work better.

Evaluation

In the second stage, Andromeda analyses how suitable the creative is for the user, evaluates its quality, takes into account its history (CTR, reviews, complaints) and how well the landing page matches the advertisement. Moderation takes place in part during the creative selection stage, according to experts at Step Link company. The algorithm then decides whether the ad should be shown at all.

Variety of creatives

Andromeda doesn't just show the best ads, it shows different ads. Facebook recommends running several creatives rather than just one. Of course, it's beneficial for them to train Andromeda, but it's also important for you to be able to profit from your advertising campaign. The algorithm tests different creatives even within the same campaign to understand which format users like best. In other words, if all your creatives look the same, the system thinks they are all the same option. There will be no views, and the result will be worse. Step Link specialists advise creating different creatives: videos, photos, storytelling, etc.

Feedback and learning

Andromeda receives feedback from users: whether they clicked on an advertisement, scrolled past it, complained, etc. If the user has fulfilled the advertising goal (for example, visiting the website), the system optimises the ad and will show your ad to other users who are similar in characteristics to those who responded to the creative. The algorithm is constantly learning from advertising materials and should improve over time, emphasise Step Link Platform Inc. managers.

Why did the algorithms change in the first place? The reasons can be found in official information from Facebook. There was too much advertising: videos, banners, creatives, different formats. The old system couldn't cope and simply couldn't keep up with analysing billions of ads. Therefore, a decision was made to implement a new system for selecting, moderating and working with advertising content.