Perpetual Traffic The New Meta GEM Update + The Secret to Meta’s Andromeda Revealed with Andrew Foxwell - Part 1
Nov 26, 2025
Andrew Foxwell, co-founder of Foxwell Digital and an expert in Meta advertising, dives into the game-changing GEM update. He reveals how Meta's new ad delivery 'central brain' reshapes ranking and scaling. Discover the crucial role of organic content and cross-platform signals in boosting ad performance. Andrew emphasizes the need for creative diversification—at least 30 fresh ad concepts monthly! He also advises on how to train GEM effectively and shift towards a creative-first marketing approach to stay ahead of these changes.
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GEM: Meta's Central Ad-Serving Brain
- GEM is Meta's 'central brain' that aggregates sequence and cross-platform signals to find buyers in real time.
- It unifies Instagram, Facebook and other ecosystem signals to improve ad serving efficiency.
Sequence Features And Cross-Platform Learning
- GEM uses sequence features like activity history to understand timelines of interest, not just static signals.
- It also enables cross-platform learning across Instagram, Facebook, Reels and WhatsApp for ad ranking.
Organic Content Now Feeds Ad Ranking
- Meta explicitly said GEM will learn from organic and ad interactions across text, image, video and audio.
- That signals organic content now directly influences ad ranking and delivery.