#impressioncap

You see the same ad once. Fine.  Twice? Still okay.  But by the increasing number of times in a day, it stops being memorable and starts becoming annoying. 

Now flip the perspective. 

As an advertiser, you’re paying for each of those impressions, assuming you’re reaching new users. But what if you’re not? What if your campaign is just circling around the same audience again and again? This is exactly what happens when frequency capping fails.