What is Frequency Capping?
Frequency capping definition: frequency capping is an online advertising term meaning to limit the number of times an ad is shown to a specific user.
Frequency capping is used to prevent overexposure to an ad, and is applied in one of two ways:
- Manually: the advertiser chooses a frequency cap before launching a campaign
- Automatically: the advertising platform applies a frequency cap
Each of these has its own benefits and should be informed by analytics data.
For example:
IKEA uses both Google and Facebook display ads to promote a new range of furniture:
- Google requires a frequency cap to be set before launching a campaign.
- Facebook applies a frequency cap after the campaign has been seen four times
Popularity of the term Frequency Capping
Concept related to Capping
Additional resources about Frequency Capping
- What You Need To Know About Frequency Capping
- Choose the right frequency cap for your reach and frequency campaign
- How to Manage Facebook Ad Frequency
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