Why is ad frequency capped?

Ad frequency capping is implemented for several important reasons:

1. **Prevention of Ad Fatigue**: When users are repeatedly exposed to the same ad too frequently, they may become fatigued or annoyed, leading to a negative perception of the brand and decreased effectiveness of the ad. Frequency capping helps prevent ad fatigue by limiting the number of times an individual user sees the same ad within a specific time period, ensuring that the ad remains fresh and engaging.

2. **Optimization of Ad Spend**: Ad frequency capping helps advertisers optimize their ad spend by limiting unnecessary impressions on users who have already been exposed to the ad multiple times. By capping ad frequency, advertisers can allocate their budget more efficiently and avoid wasting impressions on users who are unlikely to be influenced by additional exposures.

3. **Enhancement of User Experience**: Excessive ad frequency can degrade the user experience by inundating users with repetitive or irrelevant ads, leading to frustration and dissatisfaction. By capping ad frequency, advertisers prioritize user experience and ensure that ads are delivered in a controlled and respectful manner, contributing to a more positive overall experience for users.

4. **Avoidance of Ad Overload**: In environments with multiple ad placements, such as websites or mobile apps, ad frequency capping helps prevent ad overload by limiting the number of ads that users are exposed to during their browsing or app usage sessions. By controlling the frequency of ad impressions, advertisers can maintain a balanced ad experience that respects users' attention and engagement.

5. **Prevention of Brand Overexposure**: Excessive exposure to the same ad can lead to brand overexposure, diminishing its impact and effectiveness over time. Frequency capping helps maintain the optimal level of exposure for the brand, ensuring that it remains top-of-mind without overwhelming users with repetitive messaging.

Overall, ad frequency capping is essential for maintaining ad effectiveness, optimizing ad spend, enhancing user experience, avoiding ad overload, and preventing brand overexposure. By limiting the number of times users are exposed to the same ad within a given time period, advertisers can strike the right balance between visibility and annoyance, maximizing the impact of their advertising efforts.