Frequency Cap
A limit placed on how many times a specific advertisement is shown to the same audience within a defined time period.
A frequency cap is an advertising parameter that limits the number of times a specific advertisement or campaign is shown to the same individual or audience segment within a defined time period. Frequency capping is used to prevent advertising fatigue — the diminishing returns and negative sentiment that occur when the same person sees the same advertisement too many times.
In digital advertising, frequency caps are typically set at the campaign or line item level and measured per user per day, week, or campaign flight. For example, a frequency cap of 3 per day means an individual will see a specific advertisement no more than three times in a 24-hour period.
In digital out-of-home and retail media, frequency capping works differently because individual identification is not possible (screens serve content to all passersby, not to identified individuals). Instead, frequency caps in DOOH are typically applied at the screen or location level — limiting how often a specific creative plays within a given hour or day to ensure variety in the advertising mix and prevent the same message from dominating a shopper's experience. The Adflux CMS allows advertisers and retailers to set play frequency limits per creative, per screen, and per time period.