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# Frequency Capping
- URL: https://www.adlingo.org/glossary/frequency-capping/
- Published: 2025-01-15T10:55:00.000Z
- Updated: 2025-01-15T10:55:00.000Z
- Description: A restriction placed on the number of times an ad is shown to a unique user within a specified time period.
- Author: Travis Lusk
- Tags: Programmatic, #glossary, #Import 2026-10-27 17:05

The setting that prevents your campaign from becoming a harassment campaign. Without it, programmatic will serve the same creative to the same person until they develop a personal grievance against your brand. The challenge in CTV and cross-device environments is that caps are often set at the device level, not the person level. One person, four devices, four separate frequency caps. The math does not work in your favor.