Meta’s New Rules for Targeting: Your 2026 Guide

Meta has rebuilt the engine behind Facebook and Instagram ads, changing how targeting works. The new system, Andromeda, uses AI to decide who sees what based on behaviour, not demographics.

I found this frustrating at first. With small budgets, you want control. But after months of testing, I have learned the only way to get results is to trust the system and focus on what we can control: creative, data, and setup.

This guide breaks down what has changed, why it matters, and how to get better results from Meta in 2026 — especially for food, wine, and hospitality brands.