<b>Your native creative didn't fatigue, your source rotated</b>

<b>Your native creative didn't fatigue, your source rotated</b>

<b>Myth:</b> Native performance drops over time because the audience tires of the creative.

No — at least, prove it before you blame the creative. On native, the supply mix under your campaign shifts constantly as sources enter and exit the auction. The "fatigue" curve is often the network quietly reallocating you onto worse inventory as your spend grows and your good sources cap out.

The diagnostic: hold the creative fixed and chart CPA against source composition week over week. If decline tracks the supply shift, not impression frequency per user, you misdiagnosed it.

Refreshing creative to fix a supply problem is a tax you pay your design team to mask the network's reallocation. Allegedly the ad got old. Did it?