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Frequency Capping Definition
Frequency capping is an ad management tactic that restricts the number of times a specific user is shown an advertisement. It prevents ad fatigue, improves user experience, and helps advertisers manage campaign exposure efficiently.
How Frequency Capping Works
- Advertisers set maximum impression limits per user (e.g., 3 times per day).
- Platforms track user exposure via cookies, IDs, or device signals.
- Ads stop showing to users once the cap is reached.
- Helps balance reach, engagement, and budget efficiency.
Example of Frequency Capping
A travel company limits its retargeting ads to 5 impressions per user per week to avoid overwhelming potential customers.
Why Frequency Capping Matters in Advertising
- Reduces ad fatigue and user frustration
- Improves campaign efficiency and perception
- Balances exposure to maximize impact without waste
- Enhances audience experience and long-term brand reputation
