The affiliate glossary ↗AFFDude / Field notes
Frequency capping
In plain English
What does Frequency capping mean?
Limiting how many times one user sees the same ad in a period, to reduce wasted impressions and creative fatigue.
On push and pop traffic the same users can be hit dozens of times a day; frequency caps stop paying for the tenth impression that will never convert. Typical settings are 1 to 3 per user per day. Lower caps trade reach for efficiency.