eMARKETER: Why Marketers Struggle to Prevent Ad Fatigue
"In a June survey of 82 senior marketing executives worldwide conducted by The CMO Club and Thunder, 78% of respondents said it is “inexcusable” for consumers to keep receiving ads for products they already bought. However, 60% were not confident in the accuracy of the reports they receive on ad frequency. Without really knowing how many times people are seeing a given ad, it’s difficult to prevent a user from seeing an ad too many times, or even worse—from seeing ads for stuff they just bought."
Ross Benes, Analyst at eMarketer
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