Glossary
Frequency
The average number of times a unique user is exposed to an advertisement.
Definition
The average number of times a unique user is exposed to an advertisement.
Why it matters
Frequency is the counterweight to reach — a campaign optimising purely for reach can quietly under-deliver on the repetition needed for message retention, and vice versa.
Key consideration
Optimal frequency varies enormously by objective and format — a branding campaign and a retargeting campaign have genuinely different "right" frequency numbers, there is no universal target.
Related terms
Practitioner notes
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