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Frequency Capping Is Key
Frequency Capping Is Key - Trends
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In short, frequency capping allows the advertiser to limit the number of times a user sees a specific ad, resulting in increased return to the advertiser for every dollar spent. While the benefits of frequency capping for advertisers are clear, frequency capping can result in significant challenges for publishers. In particular, for advertising campaigns run by ad networks on a publisher’s web site, frequency capping can result in significant revenue loss for publishers. Publishers have very limited insight into ad network pricing and are unable to determine how to allocate inventory to ad networks based on particular frequencies.
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FREQUENCY CAPPING IS KEY
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