Frequency-Capping
Description
Frequency capping limits how often a user sees an ad in a given timeframe, improving UX and performance.
Definition
It’s a control that prevents overexposing users to the same ad by setting daily or weekly view limits.
Why Is Frequency-Capping Important for App Marketers?
It improves campaign efficiency, avoids ad fatigue, and optimizes budget spend. Essential for UA and retargeting.
Where You Can Use Frequency-Capping
UA and retargeting ads, programmatic DSPs, app store campaigns, CTV and OEM placements.
What Are the Best Practices
- Set caps by funnel stage, use channel-specific caps, A/B test settings, monitor CTR/CPI shifts.