Frequency capping is the process of limiting the number of ads a user sees in a given time period. Advertisers can set frequency caps for certain 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 frequency capping 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. Frequency capping helps you deliver that perfect number of impressions to drive engagement and generate results from your campaigns.
How can you use frequency capping?
Ad platforms can help you automate the frequency capping process. Ideally, they will use data to understand customer interests and behaviors, and optimize your campaign frequencies accordingly.