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
, 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.