Frequency cap
A frequency cap determines how often a Web site visitor may see a particular advertising campaign or banner, for example, three times within the entire campaign. Frequency caps can also be set per browser session, per day, per week or per month. Several ad serving tools support setting a frequency cap and work with cookies for this purpose.
A frequency cap allows an advertiser's campaign budget to be used more effectively. This is often used in CPM campaigns. Often a visitor must see a banner several times before clicking through. However, if a banner has already been shown very often, the likelihood of it being clicked on decreases. By agreeing on a frequency cap in advance, you avoid spending budget on visitors who are unlikely to click through anyway.
When a frequency is applied to a CPC campaign, the main goal is to allow the website publisher to show other banners to a visitor after reaching the frequency cap that the visitor may be interested in.
