What is Frequency Capping?

Advertisers use frequency capping to ensure that viewers only see their ads a certain number of times in a specific time period (typically hours, but it can also be a day, week, or throughout the duration of a campaign’s lifetime). Frequency capping, in summary, restricts the number of times a user sees a brand’s messaging over a given time period.


For example:

  • “Limit users from seeing any brand ad more than three times per week”
  • “Limit users from seeing a specific brand ad more than once a day”
Frequency Capping

l What are the benefits of frequency capping?

  • Advertisers appreciate the ability to adjust and define caps.


  • Adding frequency capping into your delivery logic will result in increased revenue.


  • It ensures that users aren’t bombarded with advertisements they may not want to see.

l Why is Frequency Capping Important?

The amount of times you should select ad frequency is not determined. Low frequency capping might not give you the results you were hoping for. High ad frequency can lead to overexposure, which can hurt an advertiser’s brand in the eyes of customers and result in low CTRs.

l Conclusion

If you’re running direct campaigns, make sure you can track the performance of the advertisements and obtain the greatest results by using a frequency cap.

To be clear, there isn’t a single ad frequency formula that will work for all advertising campaigns. Analyzing the results of previous campaigns and carefully evaluating current campaigns will help to define the frequency you must use.

Do you have any questions about using Bidvance Frequency Capping tool or how to set and optimize your campaigns?

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