Creative rotation alternates ad messages or visuals and adjusts their exposure shares through testing or campaign management. It differs from repeatedly serving one asset.
The three bands in the demo represent fictional creatives A, B, and C. A new C takes share from the old two, then the mix changes again after a review.
Share changes alone do not prove which creative works best. Compare similar audiences and placements, and monitor fatigue as well as outcome metrics.
When to use
Use it when frequency rises or you test multiple assets; keep comparison conditions aligned.