Frequency Capping (by Page / Duration)

What is Frequency Capping?

Applying frequency capping lets you set a maximum limit on the number of times an ad is shown to an individual within a period of time. This is done primarily to avoid overexposure to ads as and thus, retain prospects.

You may want to limit the ad exposure by:

  1. duration  OR
  2. page-level

Duration-based Frequency Capping limits the number of times your ads get shown to an individual over a period of time. This is done typically to prevent annoyance and ad fatigue/burnout.

Page-level Frequency Capping limits the number of ads from the same advertiser/source that can be shown on a single web page. The screenshot below depicts a common issue when there is no capping mechanism in place. Having a page-level capping feature helps address this issue.

triple.jpg

 

How to Set Up (Page-Level) Frequency Capping?

The Page-level Frequency Capping feature is available under Viewability, as one of the different targeting options available during ad group setup. You can control the frequency of occurrence on a webpage through the bid limit for a page.

Screen_Shot_2019-03-27_at_5.13.31_PM.png

 

Advanced Settings

The Advanced Ad limit setting provides you granular control. For example, if you enter 10 under Bid attempts and 6 for Seconds, it means that XPO will bid to show the ad 10 times every 6 seconds.

NOTE

Seconds value must be above 5.

Screen_Shot_2019-03-27_at_5.15.03_PM.png

 

How to Set Up Frequency Capping (by Duration)?

When you are setting up an ad group, you can adjust the Impression Capping.

user-frequency-cap.jpg

 

Adjusting Duration

You have the flexibility to adjust the duration to be in minutes, hours, days, weeks or in months. 

period-freq-cap.jpg

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