Ask At what point does repeated display ad exposure become ad fatigue?

[Dean101]

Ad fatigue in display ads shows up when people have seen the same creative so often that performance drops instead of improving. It's not a single moment but a pattern in the data over time. When frequency rises and click through rates start sliding, while ignores or quick scroll pasts increase, that's a key signal. Tracking impressions per user alongside conversion decay helps pinpoint the tipping point. Comments, bounce rates, and reduced engagement time also show wear out. Heatmaps of attention and sequencing of repeated exposure act like behavioral logs, revealing when curiosity turns into irritation. Marketers use this to refresh creatives, cap frequency, or rotate messaging.