How does Twitter prevent overexposure of ads to the same users?

Twitter employs several methods to prevent overexposure of ads to the same users:

1. **Frequency Capping**: Twitter sets limits on how often an individual user sees a specific ad within a certain time frame. Advertisers can specify frequency caps to control the maximum number of times their ads are shown to each user. This prevents users from being bombarded with the same ad repeatedly, reducing the risk of overexposure.

2. **Ad Rotation**: Twitter's ad platform can rotate ads within a campaign to ensure that users see a variety of ads rather than the same ad repeatedly. Advertisers can set up multiple ad creatives within a campaign, and Twitter will rotate these creatives to minimize overexposure and keep ad content fresh for users.

3. **Audience Targeting**: Advertisers can target specific audience segments based on demographics, interests, behaviors, and other factors. By segmenting the audience effectively, advertisers can reach a larger audience without repeatedly targeting the same users, thus reducing the risk of overexposure.

4. **Dynamic Ad Serving**: Twitter's ad platform can dynamically adjust ad delivery based on real-time user interactions and feedback. If a user has already engaged with a particular ad, Twitter may reduce the frequency of showing that ad to the same user and prioritize other ads instead.

5. **Ad Scheduling**: Advertisers can schedule their ads to be shown during specific time periods when their target audience is most active. By strategically timing ad delivery, advertisers can reach users at different times and reduce the risk of overexposure during any single session.

6. **Campaign Optimization**: Advertisers can monitor campaign performance metrics such as reach, impressions, and frequency to identify signs of overexposure. If certain ads are showing signs of ad fatigue or diminishing returns, advertisers can adjust frequency caps, refresh ad creatives, or make other optimizations to prevent overexposure.

By implementing these methods, Twitter aims to maintain a positive user experience by preventing overexposure of ads while still allowing advertisers to reach their target audience effectively.