What is a Frequency Cap in digital advertising?

In digital advertising, a Frequency Cap refers specifically to the limitation placed on the number of times an individual user can be exposed to the same advertisement over a specified period. This mechanism is vital for optimizing ad performance and mitigating potential ad fatigue, where users become desensitized or annoyed by seeing the same ad repeatedly. By setting a Frequency Cap, advertisers can ensure that their ads maintain effectiveness by balancing exposure and user experience, ultimately leading to better engagement and higher conversion rates.

This concept is particularly crucial in campaigns where user attention and brand recall are key objectives. Properly managing frequency helps in avoiding negative impressions and maximizing the impact of the ad spend, ensuring that users see the advertisement enough times to remember the brand, but not so frequently that it becomes a nuisance.