Once a Day, or Twice an Hour?

Frequency caps are a useful tool to help programmatic advertisers control the pacing and reach of their ad campaigns -- but it can be difficult to know when and how to use them. The application and stringency of frequency caps depends on campaign settings like audience size, budget, length of flight, and the chosen type of creative.

Most regular banner campaigns benefit from increased repeat impressions and (depending on the campaign settings) would want to employ high frequency caps, or even none at all. These types of ads are not particularly intrusive, and repeat exposure can help keep brands and products top-of-mind.

On the other end of the spectrum are video creatives like pre-roll or CTV. Even with the most precise targeting, these ads can quickly become repetitive or even annoying to users who see them too often. Online advertisers preparing to launch video campaigns should be sure to consider frequency caps among other key campaign settings like budget and flight dates.