The Twenty Minute VC (20VC) · Saturday, August 15, 2026
Matt Swulinski explains that Meta's 'Andromeda' update means the creative itself serves as the targeting mechanism. He advises startups to invest heavily in creative for paid channels, especially in the early stages.
“In today's environment, like, you've heard this buzzword, there's an update in meta that was called Andromeda, that essentially changed the targeting algorithm where the creative is the targeting.”
“So essentially, that removed all the media buyers that were like tinkering campaigns and had strategies. They had to do it. But you know, the creative strategy is where that's where the money is at.”
“So like, that's what you're going to need to lean into.”