Banner Rotation

Rotation serves different banners into the same slot — sequentially, weighted, or auto-optimized toward click-through and downstream conversion.

Use conversion, not clicks, as the fitness function

The banner that wins on CTR often loses on FTDs: curiosity clicks convert worse than qualified ones. Platforms that optimize rotation on click-through alone quietly select for clickbait creative. Rotate on EPC or FTD-per-impression where volume allows, and let placements with thin data inherit weights from similar placements rather than re-learning from noise.