Frequency Capping is a feature that allows advertisers to limit the amount of times their ad is displayed to the same user over a certain period of time.
With a frequency cap advertisers can regulate the frequency an ad is displayed for a specific user. Messages can be delivered to potential customers more targeted and ad space can be used more effectively, which will reduce ad spend for the advertiser in the long run. Advertisers can perfectly A-B-Test different frequency caps against each other and optimize their ad placements much more precise, reducing CPM.
By limiting the number of times their ad is displayed they can further minimize the risk that the ad is no longer perceived by the users due to banner burnout or banner blindness, which means that a user’s sensitivity for ads will decrease, if he is distracted by the same ad too often.
Nevertheless advertisers should always use frequency capping moderately. If the value of the frequency cap is too low, there will be a lack of advertising pressure i.e. users might not even perceive the ad. If the value of the frequency cap is too high, users will feel distracted by being displayed the same ad over and over again i.e. the user experience with the advertiser’s brand can be negatively impacted.