Frequency capping is a term in advertising that means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular advertisement. This restriction is applied to all websites that serve ads from the same advertising network.
Frequency capping is a feature within ad serving that allows to limit the maximum number of impressions/views a visitor can see a specific ad within a period of time. For e.g.: 3 views/visitor/24-hours means after viewing this ad 3 times, any visitor will not see it again for 24 hours. This feature uses cookies to remember the impression count. Non-cookies privacy-preserving implementation is also available.
Frequency capping is often cited as a way to avoid banner burnout, the point where visitors are being overexposed and response drops. This may be true for campaigns of a direct-response nature measured by click-throughs, but it might run counter to campaigns of a brand-building nature measured by non-click activity.
Famous quotes containing the word frequency:
“The frequency of personal questions grows in direct proportion to your increasing girth. . . . No one would ask a man such a personally invasive question as “Is your wife having natural childbirth or is she planning to be knocked out?” But someone might ask that of you. No matter how much you wish for privacy, your pregnancy is a public event to which everyone feels invited.”
—Jean Marzollo (20th century)