How an ad server or platform divides impressions among several creatives in a placement: evenly, weighted, sequentially, or optimized to a metric. Even rotation is needed for a fair creative test; optimized rotation is right once a winner is chosen.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Creative Rotation." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/creative-rotation/