Frequency capping
How often a user sees your ad
Frequency capping limits how often a user sees the same ad within a set period, for example no more than three times a day. This prevents wasted budget and excessive ad pressure that can harm the brand.
How we use it
We control frequency not only per channel but across CTV, online video and display. In the awareness stage this means more net reach, in retargeting it ensures buyers no longer see the product they already bought.
Example
Without capping, a heavy user sees the same banner 25 times a day and an occasional user not at all. With a cap of three per day, the same budget is spread across far more people.
Related terms: Net reach, wastage, dynamic remarketing. To the glossary
