Frequency Capping

Frequency Capping is a setting or feature within ad serving platforms (Ad Servers, DSPs) that allows advertisers to limit the maximum number of times a specific advertisement is shown to an individual user within a defined period (e.g., per day, per week). The primary purpose of frequency capping is to prevent Ad Fatigue, improve user experience, and optimize ad spend by avoiding excessive, ineffective Impressions to the same person. It helps maintain a balance in ad Frequency.