Frequency capping is a feature used in online advertising to limit the number of times an advertisement is shown to a single user within a specific time period. It helps prevent ad fatigue and ensures that users are not overwhelmed by repetitive ads.
Significance and Uses Frequency Capping
Ad Fatigue Management: Frequency capping prevents users from becoming annoyed or disengaged due to seeing the same ad too frequently.
Budget Optimization: By controlling the number of ad impressions shown to each user, frequency capping helps optimize advertising budgets by limiting unnecessary ad exposures.
Improved Ad Performance: Limiting ad frequency can improve the overall effectiveness of an ad campaign by ensuring that ads are seen by a wider audience and reducing the risk of overexposure.
Enhanced User Experience: Frequency capping contributes to a positive user experience by providing variety in ad content and reducing intrusion.
Example of Frequency Capping
For example, an advertiser may set a frequency cap of three impressions per day for their ad campaign. This means that a user will see the ad a maximum of three times in a single day, regardless of how many times they visit different websites or platforms where the ad is displayed.