Frequency Cap - Definition

The maximum amount of times a given ad will be shown to a unique user within a specified time period is referred to as frequency cap. A frequency cap helps prevent ad fatigue by limiting how often a user sees the same ad, ensuring that the user experience remains positive and not overly repetitive. This strategy is commonly used in digital advertising to optimize ad performance, improve engagement, and prevent audience burnout. The frequency cap can be adjusted based on campaign goals, targeting criteria, and the desired user experience.