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