Meta’s Andromeda is the retrieval system that decides which ads are eligible to enter the auction. Instead of evaluating every ad individually, the system first retrieves a smaller set of candidates before ranking them. This means many ads never even reach the auction stage if they are not considered relevant or distinct enough.

Andromeda groups visually and thematically similar ads into the same creative entity. If multiple ads look nearly identical, they may be treated as one concept. As a result, producing dozens of small variations of the same ad does not increase your chances of entering the auction.

In older ad systems, launching many variations of a winning creative increased the chances of performance. Under Andromeda, visually similar creatives are grouped together. This means advertisers must test different concepts, personas, and visual styles, not just minor variations of the same ad.

Teams can create more creative diversity by testing different messaging angles, personas, and visual styles instead of repeating the same ad with minor tweaks. Exploring new concepts and storytelling approaches helps ads look distinct and improves their chances of entering Meta’s retrieval system.

Recharm helps teams discover and organize footage so they can build more diverse creatives. Strategists can search clips by scenes, personas, problems, hooks, or angles, making it easier to create distinct ads rather than repeating the same footage across campaigns.

Meta internally measures creative similarity but does not expose that information to advertisers. Recharm’s Asset Similarity feature allows teams to measure visual similarity between creatives. This helps marketers detect duplicate ads and improve creative diversity before launching campaigns.

Yes. Most teams already have a large amount of unused footage. When the library is searchable and organized by scenes, creators, and concepts, strategists can combine clips in new ways and produce distinct ads without needing new shoots every time.