Meta Details Automatic Updates to Andromeda, GEM and GenRecs Ad Systems

In its October 28 announcement, Meta said the changes reach advertisers automatically. Advertisers do not need to enable a setting, adopt a new campaign type or migrate campaigns. Andromeda, co-designed with NVIDIA, now routes ads to specialised models during retrieval.

GEM transfers information learned across Facebook, Instagram, Reels and off-platform conversion objectives to the models that rank ads in real time. GenRecs reads ad text and images to create semantic identifiers for attributes such as brand, colour, fit and style.

Meta said these identifiers help its systems assess new advertisements that have little engagement history. The announcement does not specify a separate fee or country-by-country eligibility list for the automatic system changes.