Here's something most paid media teams only learn after it's already cost them: your best-performing ad is often the one quietly eroding your budget. Not because it stopped working, but because it worked brilliantly, for too long, on the same people. That's creative fatigue. And it's one of the most consistent, most underestimated drains on paid media ROI there is. When performance dips, the instinct is to blame the algorithm, rising CPMs, or a saturated audience. Often, the

In a recent webinar on the psychology of digital design we explored how people make decisions, how it impacts online experiences and why those decisions are often far less rational than we like to believe. The truth is, as humans our decisions are irrational.