Frequency cap

Frequency cap refers to the limit set on the number of times a specific advertisement is shown to a user within a certain period, preventing overexposure and ensuring a more balanced and effective ad campaign.

A frequency cap, in the context of digital advertising, refers to a limit placed on the number of times an ad is shown to an individual user within a specified time period. It is a crucial parameter used by advertisers and publishers to manage ad exposure and optimize campaign performance.

The purpose of a frequency cap is to prevent ad fatigue, where users are repeatedly exposed to the same ad, leading to annoyance and reduced effectiveness. By setting a frequency cap, advertisers can control the number of times their ad is displayed to a user, ensuring it doesn’t become intrusive or irrelevant.

Frequency caps can be set in various ways, such as limiting the number of impressions per user per day, week, or month. Advertisers can also set caps based on specific actions, such as limiting the number of times an ad is shown after a user clicks on it or completes a conversion.

Implementing frequency caps offers several benefits. Firstly, it helps maintain a positive user experience by preventing overexposure to ads. This can improve brand perception and reduce the likelihood of users blocking or ignoring ads. Secondly, frequency capping allows advertisers to allocate their ad budget more effectively by preventing excessive spending on a single user. It ensures that the campaign reaches a wider audience and maximizes the chances of reaching potential customers.