Let’s understand Lattice, the Ad Targeting Architect

Welcome back, everyone - As I said on our previous Meta Andromeda series episode 1, this is the continuation - “Meta Lattice”

To catch up on episode 1, keep reading further.

Ok..Let’s go back to our Ad targeting Architect - Meta Lattice.

Meta has created a high-capacity architecture that allows the ad system to understand new concepts and relationships more broadly and deeply in data.

According to Meta’s update:

“Andromeda picks the best options from millions of ads, and Lattice chooses which ad each person should actually see.” 

For example:

Andromeda does candidate retrieval; Lattice handles the ranking and cross-objective optimization.

Lattice often works together with two other systems in Meta’s ad engine - GEM and Andromeda.

With Lattice:

• Unified model = All the data works together instead of being kept separate/learning

• Potential for better relevance, higher engagement, lower cost

• Adaptable to evolving ad ecosystem and formats

• Better use of inventory, possibly better ROI

Lattice looks at data from all ad formats - Feeds, Stories, Reels, everything. This helps Meta show ads more efficiently, predict who will respond better, and rely less on direct user data.”

According to an overview by Meta Platforms:

“Meta Lattice improves the entire ads system by using a stronger AI model that understands patterns in data much better. This helps advertisers because it can optimize many goals at once and deliver better overall results.”

How Will Performance Marketers Benefit?

Lattice gives performance marketers stronger results by learning across all formats and predicting the best ad for each user with far more accuracy.

It reduces manual optimisation, lowers CPAs, and delivers more consistent performance even with limited tracking signals.

• Better performance

• Bigger reach + smarter use of placements

• Less manual work

• Future-proof for privacy

• More creative freedom

Let’s talk.

Are your Ads targeting as you wish or not? Do enroll in our 14-day free trial. For more clarity, book a call with us and get it resolved.

P.S - The complete guide on Meta Andromeda - episode 1