Frequency capping is a technique used in online advertising to limit the number of times an ad is shown to an individual user within a specified timeframe. It helps manage ad frequency and prevents users from being overly exposed to the same ad, which could lead to ad fatigue or annoyance.
Significance and Usage of Frequency Capping
Frequency capping allows advertisers to control the frequency of ad impressions, ensuring a balanced and effective ad experience for users. By setting limits on the number of times an ad is displayed to a user, advertisers can prevent overexposure, optimize ad performance, and allocate their ad budget more efficiently.
Example for Frequency capping
For example, a digital marketer running a display ad campaign may set a frequency cap of three impressions per day per user. This means that the ad will be shown a maximum of three times to the same user within a 24-hour period. This helps avoid excessive repetition and ensures that the ad reaches a wider audience.