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Frequency Cap
Definition
Restriction on the amount of times a specific visitor is shown a particular advertisement.
Information
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.
Synonyms
n/a
Related Terms
impressions
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