Frequency capping in Real-Time Bidding (RTB) is a method that limits the number of times a user sees an ad from a given entity (such as a campaign, creative, line item, and so on) within a designated time period. This method is used to prevent budget waste on numerous impressions for the same user and can potentially broaden the reach of a campaign.
You can specify frequency caps based on several properties:
- ID: The property sets the frequency capping that you require. This unit could be at the level of the campaign, creative, line item, advertiser, or other element.
- Time unit: The property establishes the duration for which the frequency capping will last.
- Time range: The property limits the number of times that an impression can be seen over the established time unit.
- Max impressions: The property sets the limit on how many times a user can see an impression for the established time unit and time range.
This method is more privacy-centric as it allows for frequency cap enforcement without sharing user identifiers in bid requests.