The biggest Meta update since iOS14, but most advertisers haven’t even noticed.
Meta Andromeda has shifted how Facebook serves ad inventory, and profit optimisation is here.
The platform has shifted from demographics, lookalikes and granular audience-based target to individual level, AI-driven delivery.
Meta knows your content preferences better than you do – and is now serving content based on these individual level preferences.
You may prefer a static ad, a GIF or a carousel
I may prefer a narrative-driven founders story that lasts 5 minutes.
What this clearly means is that to drive the best results via this new algorithm, you need to prioritise two things.
Content Volume AND Content Variety.
A high volume of distinctly different assets, across all stages of awareness phases, underpinned by the psychological messaging frameworks that drive your core customers to convert.
Thats what wins, and that’s what the best brands who are continuing to exceed their growth targets are able to deliver.
Media buying is no longer about manually forcing outcomes. It’s about feeding Meta’s algorithm with as many high-quality creative options as possible, and letting its machine learning engine do the rest.
Enter: Cost per Winning Asset. The only KPI that matters for creative + performance teams in 2025. Not ROAS. Not CTR. Just, how many ads does it take to find one that scales?
Meta just made one thing clear: the future of ad performance is creative volume. Not cost caps.
Meta’s not looking at the last 7 days. It’s analysing 15 years of user behaviour, scrolls, clicks, purchases, friend graphs, reactions… everything. And matching that to thousands of creative variations in real time.
At Soar With Us, we’ve evolved our structure to meet this new era of media buying.
We’ve reengineered our internal pods, across growth strategy, account management, creative, and media buying, to fully support Meta’s shift toward performance-led creative. Paired with Hambi Media, our creative partner producing high-production, UGC, and static under one roof. We’re built to generate the volume Meta’s AI now demands.
And our % of spend model reflects that shift. Less upfront risk for you, but higher potential upside for us.
It’s not about pushing higher media budgets. It’s about aligning incentives around what actually drives results: creative performance.
This model creates true alignment between our goals and our clients’, because when the creative wins, everyone does.
This is a new era of media buying and it’s not about pipes or bid caps anymore. It’s about fuelling Meta’s algorithm with creative inputs that scale.
And that’s where we come in.
