In 2024, Meta introduced Andromeda—their machine learning update that rocked the world of digital advertising and shifted how everyone used Facebook and Instagram.

Shortly thereafter, they coined a new catch phrase to describe the change to marketers, widely sharing that “creative is the new targeting.” (You can read our original post about the announcement here.) Whether you have heard this catch phrase over the past few years or not, its impact has echoed throughout your own scrolling experiences and deeply influenced the way your ad dollars generate results.