What is Frequency Capping?
Quick Definition: Frequency Capping is a feature used in ad serving that allows an advertiser or publisher to limit the number of times a specific user is shown a particular ad, ad creative, or ad type within a defined period.
An Introduction to Frequency Capping
The primary purpose of Frequency Capping is to prevent “ad fatigue.” When a user sees the same ad over and over again, it becomes annoying and ineffective. The user starts to ignore it (a phenomenon known as “banner blindness”), the ad’s performance drops, and the user’s overall experience with the app is diminished.
Frequency capping solves this by setting rules. For example, a publisher might set a frequency cap on an interstitial ad to “show no more than 1 impression to the same user every 10 minutes.” An advertiser might set a cap on their campaign to “show no more than 3 impressions to the same user per day.”
This is typically managed at the Offer Server or Ad Mediation platform level and relies on device identifiers like GAID or IDFA (where available) to recognize the same user across multiple sessions.
Why is Frequency Capping Important?
- Improves User Experience: This is the most significant benefit. It prevents users from being bombarded with the same ad, which reduces annoyance and protects app retention. A positive user experience is critical for long-term success.
- Increases Ad Performance: The first few times a user sees an ad, it has the highest impact. Subsequent impressions have diminishing returns. By limiting frequency, advertisers ensure their ads are shown when they are most likely to be effective, which can increase their Click-Through Rate (CTR) and Conversion Rate.
- Saves Advertiser Budgets: It prevents advertisers from wasting money by repeatedly showing an ad to a user who has already seen it and is clearly not interested. This allows them to spread their budget more efficiently across a wider, unique audience.
- Boosts Publisher eCPM: A better user experience leads to higher user retention and engagement. More engaged users are more valuable, which can lead to higher overall eCPM for the publisher in the long run.
Related Terms
- Rewarded Ads: An opt-in ad that users choose to watch in exchange for a valuable in-app reward.
- Ad Publisher: Implements frequency capping to protect their app’s user experience.
- Advertiser: Uses frequency capping to optimize their campaign budget and performance.
- In-App Ads: A monetization model where developers earn revenue by integrating paid advertisements directly into their mobile app’s user experience.
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