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Frequency cap

A limit on how many times one user or device sees the same ad in a period.

Frequency caps protect the audience from repetition and the advertiser from waste. They need an identifier to count against, which makes them harder in environments without one.

Ad A1 of 3Ad A2 of 3Ad A3 of 3Ad Bcapped
The same device sees the same ad three times, then something else. It needs an identifier to count against.
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