Glossary
Frequency Cap
A rule that limits how many times a user can be exposed to an advertisement within a defined period.
Definition
A rule that limits how many times a user can be exposed to an advertisement within a defined period.
Why it matters
Frequency caps are the direct operational control for the reach/frequency tradeoff, and forgetting to set one is one of the most common, most avoidable QA failures.
Key consideration
A cap set at the campaign level and a cap set at the line-item level can conflict silently — verify which layer is actually enforcing the cap before assuming it is working as configured.
Related terms
Practitioner notes
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