How fast native advertising creative actually fatigues

Native advertising formats — the sponsored-content style placements common on publisher sites via networks like Outbrain and Teads — tend to fatigue faster than search or even social creative, because the format's effectiveness depends heavily on novelty within a specific publisher's feed.

In practice this means native creative rotation needs a shorter refresh cycle than the creative teams running search or social are usually planning for, and budgets need to account for a steadier stream of new headline and image variants rather than a quarterly refresh.

This doesn't mean native performs worse overall — the format can be highly effective for driving qualified traffic to advertorial content at efficient costs. It means the operational cadence around it needs to match how quickly performance decays, or reported performance will look like it's declining for no reason when the real cause is simply creative age.