🏆 Frequency Capping for Programmatic Campaign? 🏆

✅ In online advertising, frequency refers to how often an ad appears to a single user in a certain time frame.

✅ It is most often measured and expressed as a per hour figure, even when talking about a day.

✅ For example, if an ad appeared to a single user 6 times in one day, it would be said to have appeared 6/24 times (or 6 per 24 hours).

✅ The reason why frequency is an important measure is that the number of times a user sees an ad affects the likelihood of them clicking on it (or buying a product because of it).

✅ In traditional advertising, it is thought that someone needs to be exposed to an advertising message about 5 times for it to be effective.

“Technical Information”

✅ For online advertising, it depends on the ad unit, but generally speaking, the best performance comes from a 3 to 5/24 frequency cap.

✅ This means each user seeing an ad no more than five times in a day.

“A high frequency, in the long run, is usually better but limiting a user daily exposure can improve performance.”