How Machine Learning Is Changing Facebook Ad Targeting Forever

Meta's Andromeda system. Advantage+ Audience. Consolidated interest categories. Creative-level machine learning. The Facebook ads platform that experienced advertisers built their skills around has fundamentally changed — and the advertisers fighting to maintain manual targeting control are increasingly fighting the platform's own optimization systems. Here's what changed, why it changed, and how to build a Meta ads program that works with the algorithm instead of against it.