Frequency Capping

Frequency capping limits the number of times the same ad is shown to a single visitor — for example, no more than 3 impressions per visitor per 24 hours.

Advertisers apply frequency caps for three practical reasons: to avoid burning budget on excessive impressions delivered to the same user, to improve overall campaign reach by spreading those impressions across a wider audience, and to prevent the user frustration that comes from seeing the same creative repeatedly in a short timeframe.