What impact does caching have on ad delivery?

Caching can significantly affect ad delivery by limiting the freshness of the ads that are served to users. When ads are cached, they are stored temporarily in a user's browser or on a server, which can lead to the delivery of previously viewed ads rather than new or updated creative. This can prevent fresh ads from being served, meaning that users may not see the most current offers or messages from advertisers. Freshness is crucial in digital advertising, as timely relevance can influence engagement and conversion rates.

While caching can enhance performance by speeding up load times, its primary impact on ad delivery is that it can restrict the visibility of new content, thereby affecting the overall effectiveness of ad campaigns.