Restriction on the amount of times a specific visitor is shown a particular advertisement.


Frequency capping is often cited as a way to avoid banner burnout, the point where visitors are being overexposed and response drops. This may be true for campaigns of a direct-response nature measured by click-throughs, but it might run counter to campaigns of a brand-building nature measured by non-click activity.

see also: Digital Marketing Tools

Related Terms


view all terms in the Online Advertising glossary or all terms in the Digital Marketing glossary


Frequency, Not Format
ClickZ (August 21, 2002)

Rethinking Low Frequency Caps
ClickZ (February 21, 2001)