Frequency Capping Definition

frequency cap definition

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:

  1. Manually: the advertiser chooses a frequency cap before launching a campaign
  2. 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

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