Ad fatigue occurs when audiences are repeatedly exposed to the same ads, leading to declining performance, reduced engagement and lower ROI over time. This is common on platforms like Meta Ads and Google Ads, where frequency caps and creative rotation are used to mitigate the effect. Ad fatigue often sets in when a user sees the same ad more than 2-3 times per day or over multiple days (without variation) depending on the platform and audience size.
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Ad Fatigue
