F is for “Frequency Cap”
F is for Frequency Cap. Similar to Pacing, frequency capping is a way to control how many impressions a user will receive over a certain time frame.
For example, a frequency cap of 4 impressions per 24 hours means that a single device will have the opportunity to receive up to 4 impressions per day as the user navigates websites and apps with programmatic spaces. This cap can be adjusted (as with an unimaginable number of other delivery settings) and is an element of how we ensure that users are not only consistently messaged, but a way to prevent all of a client’s impressions from being spent unevenly throughout the campaign.
Learn More About Frequency Caps
Understanding Frequency Capping
Frequency capping can be defined by different parameters, such as the number of days a consumer will see the ad or the lifetime of a campaign. Many advertisers will use frequency caps as a strategy…READ MORE.
Determine Optimal Frequency Caps
If you manage retargeting, frequency caps are something you should be familiar with. They’re often neglected and never tested because they’re not straightforward, but not knowing what optimal…READ MORE.
Frequency Capping Best Practices
Setting a frequency cap for online advertising campaigns is almost always recommended in most situations, unless you’re running remarketing or brand awareness campaigns (where CTR is not your KPI)…READ MORE.