Frequency Cap for Banners

Frequency Cap for Banner Ads

Now, users may be overexposed to the same banner ad, leading to ad fatigue, negative brand perception, and diminished returns for advertisers. A frequency cap addresses this by limiting the number of times a user sees the same ad within a given timeframe.

Key Benefits

• Improved User Experience: By limiting ad repetition, we create a less intrusive and more enjoyable browsing experience for users, reducing potential negative brand associations.
• Increased Campaign Effectiveness: Frequency capping can improve the effectiveness of ad campaigns by preventing wasted impressions on users who have already seen the ad multiple times.
• Optimized Ad Spend: By reducing wasted impressions, frequency capping helps advertisers make the most of their budget, ensuring that their ads are being shown to the most valuable audience.
• Better Inventory Management: Frequency capping can help distribute ad impressions more evenly across the available inventory, preventing certain users from being overexposed while others see no ads at all.

How it works

Frequency capping is implemented by allowing advertisers to set a limit on the number of times a user sees a specific ad within a specified time period (e.g. per day, per week). This can be configured at the campaign level.

• Frequency Cap Setting: Advertisers will be able to set the desired frequency cap within the campaign settings. They can define both the maximum number of impressions and the time window (e.g., a maximum of 3 impressions per user per day).
• Impression Tracking: Topsort will track the number of impressions served to each user for each campaign.
• Ad Serving Logic: When serving ads, the ad server will check the frequency cap settings for the relevant campaign and the number of impressions already served to the user. If the frequency cap has been reached, the ad server will not serve the ad to that user again within the specified time window.

This feature requires the retailer to send the opaqueUserId in the auction request. Also, it requires for the marketplace to persist the opaqueUserId over time.