Frequency capping refers to the procedure of restricting the number of advertisements that a user is exposed to within a specified timeframe. Advertisers have the option to establish frequency caps for particular campaigns, channels, platforms, and devices.
What is an example of frequency capping?
Say you launch an email ad campaign. You can set a frequency cap for the number of times each subscriber sees your campaign within a week.
Why is it important?
Frequency capping is important because it provides a better customer experience and prevents misuse of your budget. Too many ads can feel spammy and frustrate users. Too little ads, however, can fail to get your message across. It helps you deliver that perfect number of impressions to drive engagement and generate results from your campaigns.
How can you use it?
Ad platforms can help you automate the process. Ideally, they will use data to understand customer interests and behaviors, and optimize your campaign frequencies accordingly.