Old series suddenly stopped delivering, new series running idle? Meta's ad delivery logic has really changed

Recently many advertisers have been asking me: Why did the old series suddenly stop delivering while the new series runs idle with unstable performance? Did the account get flagged? If you've already ruled out misoperations, pixel abnormalities, or landing page issues, there's likely only one reason—Meta's underlying ad delivery logic has fundamentally changed.

The industry calls this shift "Virgo Season," but it's not just a simple algorithm update—it's a migration in ad delivery methodology. Previously: We told the system who to target. Now: We feed the system high-quality creatives and let it decide who to serve.

AI can now directly interpret creatives: visuals, characters, scenarios, emotions, pacing, and value propositions—all becoming matching criteria. This explains three phenomena: Old series halting means creatives lack "information density"; new series idling indicates the learning phase now relies more on real conversion signals; unstable performance occurs when over-segmented audiences create noise for AI.

How to adapt? One principle: Broad audiences + high semantic-variation creatives + more authentic data feedback.

Reduce interest stacking, give the system breathing room; creatives must be "authentically different" beyond superficial changes; copy should be direct and easily understood; simplify account structures; implement CAPI without fail.

If you're still using the old playbook of "hyper-targeted interests + micro-bid adjustments + minimal creatives," I recommend pausing to reassess immediately.

Follow us—I'll break down: How to create "semantic-variation creatives," how to rebuild structures, and how to distinguish learning-phase fluctuations from wrong directions. Don't keep using old maps when the terrain has completely changed.