Glossary · Platforms and measurement
Creative rotation
Alternating several creatives in the same slot or campaign according to a rule.
In detail
When a campaign has several creatives, the ad server decides which one to show each time. The rule can be splitting them evenly, giving more weight to one, or sending more impressions to the one that performs best.
It is useful for testing versions (different headlines, colors, or languages), for keeping the audience from tiring of the same ad, and for letting each region see its own version.
Example
Two banners with different headlines, each getting 50% of impressions for one week.