Abstract: Fatigue control techniques are described as part of dissemination of digital marketing content. In one example, a model is trained on marketing data using machine learning. The marketing data describes user interactions with digital marketing content. An indication is also received of a subsequent user that is to receive the digital marketing content. User interaction data is obtained that describes prior digital marketing content interactions of the subsequent user. The user interact data, for instance, may have features that are similar to features of the marketing data used to train the model. A score is generated using the model from the user interaction data. the score is indicative of likely receptiveness of the user to receipt of the digital marketing content. Dissemination is controlled of the digital marketing content to the user based at least in part on the score.