Meta Andromeda

Proprietary internal ad retrieval engine powering Meta's global advertising ecosystem across Facebook, Instagram, and Messenger

Meta Andromeda is Meta's next-generation personalized advertising retrieval system, designed to dramatically improve the relevance and quality of ads served across Meta's family of apps including Facebook, Instagram, and Messenger. The system represents a significant architectural leap in how Meta matches ads to users, utilizing a combination of NVIDIA Grace Hopper Superchips and Meta's own custom Meta Training and Inference Accelerator (MTIA) silicon to power deep learning retrieval models at unprecedented scale. Andromeda was developed to address the growing complexity of Meta's ads ecosystem, where billions of ad candidates must be rapidly ranked and filtered to surface the most relevant options for each individual user in real time. By deploying advanced retrieval architectures on specialized AI hardware, Meta achieved measurable improvements including a reported +6% gain in retrieval recall and +8% improvement in overall ad quality scores. The system began rolling out in late 2024 and reached global deployment in October 2025. Within the AdTech ecosystem, Andromeda is significant as a demonstration of how large-scale AI infrastructure investment directly translates into advertising performance gains. It positions Meta as a leader in AI-driven ad relevance technology, reinforcing its competitive moat against rivals like Google and TikTok. Because Andromeda is an internal Meta system rather than a commercial product, it is not sold to external advertisers or agencies — its value flows through improved ad monetization across Meta's owned-and-operated properties.

• 2023Founded