What is frequency capping and why is it used?

• A. Limiting the number of times a single user sees a given ad; reduces ad fatigue and improves response rates.
• B. Setting a cap on total spend per channel to avoid budget waste.
• C. A method of rotating creatives to avoid fatigue.
• D. Tracking how many users see an ad across devices.

Answer: (A)

Frequency capping is the practice of limiting how often a single user is shown the same advertisement within a defined time period. This helps prevent ad fatigue, where repeated exposure leads to diminishing attention or annoyance, and keeps engagement rates more stable. It also helps manage spend by avoiding wasted impressions on users unlikely to convert, while balancing reach and frequency for better overall performance.

The option that describes limiting the number of times a single user sees a given ad and notes reduced fatigue with improved response rates is the best fit. The other options describe budgeting across channels, rotating creatives, or tracking cross-device impressions—concepts that are related but not what frequency capping itself defines.