A frequency capping is a way of defining a limit of advertisement impressions displayed to a visitor over a certain time. It is made in order to avoid banner burnout and it keeps visitors from watching or clicking on the same advertisement many times. Frequency Capping is a great tool for campaigns where a reply is measured by click-through.
A frequency capping brings some benefits too. Visitors are not annoyed by watching the same ad for many times. It is normally set for a one impression per visitor.
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