Social Media Marketing Podcast Facebook Ad Algorithm Changes for 2026: What Marketers Need to Know
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Dec 18, 2025 Tara Zirker, a leading Facebook ads strategist and consultant, dives into the latest shifts in Meta's AI-driven Andromeda algorithm. She explains why many advertisers are feeling the pinch of wasted spend and the necessity of adapting strategies accordingly. Tara highlights the power of creative diversity in ads, sharing tips on how to leverage dynamic creatives and utilize AI tools for better performance. With real-world examples, including a stunning case of cutting costs dramatically, she outlines the future of Facebook advertising and crucial skills marketers need to thrive.
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Andromeda Redefines Targeting
- Meta's Andromeda replaces advertiser-controlled targeting by matching ad creative to audiences using AI.
- This shifts ad strategy from manual targeting to providing creative that signals buyer intent.
Algorithm Focuses On Intent Chains
- Andromeda uses sequence learning and intent signals to assemble related product ads based on recent user actions.
- It targets a user's likely next needs rather than relying on broad categorical groups.
Phase In Andromeda With Budget Tests
- Start Andromeda tests with 10–20% of your budget and use Advantage Plus features to feed signals.
- Be patient and give the algorithm time and spend before judging performance.