Why do my ads fatigue so fast?
Three structural reasons: more advertisers in your auction, Meta's algorithmic preference for fresh creative, and audience-side ad blindness compressed the fatigue cycle to 10-14 days vs 30+ in 2022.
More advertisers, same auction
Meta's advertiser base grew ~3x from 2020 to 2026. Same audience, more bidders, same eyeballs seeing more ads. Frequency compresses faster.
Algorithmic freshness preference
Meta's auction explicitly de-prioritizes ads that have been running >14 days at high frequency. The system favors fresh creative because freshness correlates with engagement.
Audience-side ad blindness
Users have learned to scroll past anything that looks like an ad. Fresh creative breaks the pattern; stale creative gets scrolled past. This is the structural reason creative volume matters more in 2026 than targeting precision.
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