Frequency Capping

Frequency capping limits the number of times a particular ad (or advertiser) is shown to the same user within a defined time window. For example, a cap of "3 per user per day" means a visitor won't see the same Nike ad more than three times in a 24-hour period, regardless of how many pages they visit.

Frequency capping benefits both advertisers (avoiding ad fatigue that reduces effectiveness) and publishers (maintaining a good user experience). Most ad networks manage frequency capping automatically. Excessive ad repetition without capping can make your site feel spammy and increase ad blindness, ultimately reducing CTR and CPMs.