frequency cap

Popular Terms
A feature within Internet ad serving that allows the limiting or capping of the maximum number of times a visitor can view a particular ad within a specified period of time. Nevertheless, this generally only applies to websites that display ads from the same advertising network. For example, a website displaying an ad with a frequency cap might limit the views of a particular ad to three views per user for a 24 hour period. Frequency capping is typically done through the sending of cookies, which are then used to track the number of times a visitor has seen a particular advertisement.


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