Ad Quality
Frequency Capping — Definition & Explanation
Limiting the number of times a specific ad is shown to the same user within a defined time period. Frequency caps prevent ad fatigue and improve user experience while ensuring advertisers reach a broader audience.
How Frequency Capping Works
Frequency capping uses cookies, device IDs, or login-based identifiers to track how many times a user has seen an ad. When a user reaches the cap, subsequent bid requests include frequency signals that exclude that buyer's creative.
Why Frequency Capping Matters for Publishers
Proper frequency capping improves user experience and can increase overall CPMs by ensuring fresh, relevant ads rather than fatigued creatives.
Frequently Asked Questions
What is a typical frequency cap?
Most advertisers cap at 3-5 impressions per user per 24 hours. Brand awareness campaigns may cap at 7-10 per week.
How does cookie deprecation affect frequency capping?
Cookie-based frequency capping becomes less reliable without third-party cookies. Login-based targeting and probabilistic methods are emerging alternatives.
Does frequency capping reduce publisher revenue?
Short-term, capping reduces impressions from specific buyers. However, the improved user experience and advertiser satisfaction supports higher CPMs overall.
Related Terms
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