F

Frequency Capping is a rule that limits how many times a unique user sees the same ad within a set time period (e.g., 3 times per day). It is a crucial tool for both advertisers and publishers to prevent ad fatigue, improve the user experience, and avoid wasted ad spend on uninterested viewers.

Fill Rate is a key publisher metric measuring the percentage of ad requests successfully filled with an ad, indicating monetization efficiency. A low rate means lost revenue. Expert strategy involves balancing a high fill rate (quantity) with a high eCPM (price) to find the sweet spot that drives the most total revenue.