What is frequency capping?
In digital advertising, frequency capping limits how often a particular ad is shown to a single user over a fixed period. Frequency capping is designed to avoid annoying or overwhelming users with the same ad, which can reduce the effectiveness of advertising campaigns.
The advertiser or the advertising platform can set a frequency cap and typically limits how many times a user can see an ad in a day, week, or month. For example, an advertiser may choose to cap the frequency of their ad at 3 views per user per day so that users are not repeatedly shown the same ad every time they visit a website or use an app.
A frequency cap is essential for retargeting campaigns, where users who have previously interacted with a website or product are shown ads. Frequency capping can prevent retargeted ads from becoming repetitive and annoying, impacting the user experience and the brand’s reputation.