Frequency Capping
01 Definition
Frequency Capping meaning: Limiting how many times one user sees your ad within a set time period.
Frequency Capping restricts the number of impressions a single user receives from a campaign over a chosen span like a day or week. It helps reduce ad fatigue and wasted spend on repeat views. Caps apply per platform and may not cover every device or channel a person uses.
Why it matters
How Frequency Capping fits the work
It protects the viewer experience and your budget by preventing the same person from seeing an ad so often that it annoys them.
In context
You cap a display campaign at three impressions per user per day so no one is shown the same banner more than three times daily.
Practical note
Caps usually work per device or account, so cross-device users may still see more than the limit. Automated campaigns sometimes manage frequency for you instead.