Native Drift Exposure

Native Drift Exposure is the rate at which platform defaults quietly rewrite a client account between agency touches. Google and Meta ship automation on by default, so every week an account runs untouched, more of its behavior belongs to the platform rather than the strategist. The framework asks agencies to measure drift as a delivery cost, not a nuisance: count how many settings, creative assets, and targeting rules changed without a human decision, then price the audit hours required to reverse them. Meta's 47 automatic creative enhancements, active by default and capable of altering approved visuals, show how fast drift accumulates on a single channel. Agencies that track drift can defend percentage-of-spend retainers with evidence, because the audit cadence becomes a visible deliverable rather than invisible overhead. Those that ignore it discover the problem when a client asks why the approved ad looks different.