6 February 2024
Last modified: 14 March, 2022
A frequency cap ensures that an ad is not shown to the same user multiple times within a given time period. Users are identified via cookies placed on browsers when they visit a site.
If, for example, a frequency cap has been set at a maximum of three impressions per user every 24 hours, the ad will not be served to that user for a fourth time unless the user deletes their cookies. This ensures advertisers maximise reach and do not pay for multiple impressions served to the same person, and it ensures that users are not overexposed to ads, which could have a negative impact on campaigns.