Frequency Capping

Frequency capping is a marketing technique to stop the excessive ad exposure. In this, advertisers limit the ad frequency for an individual user. This helps stop the ad fatigue caused by repetitive advertisements. Notably, an individual becomes desensitized to an ad if it is shown multiple times. This can negatively impact a brand, and reduce their engagement rate, and overall market perception.

The right ad frequency is important for nurturing the audience and encouraging them to buy. However, uncontrolled exposure can result in other problems. Frequency capping helps brands optimize their ad campaigns for overall better performance.