What is the concept of frequency capping and why is it important for both brand safety and campaign efficiency?

Question

Digital Marketing — Hard

What is the concept of frequency capping and why is it important for both brand safety and campaign efficiency?

Accepted Answer

Frequency capping restricts ad exposure to prevent fatigue. By limiting ad impressions per user, it preserves campaign efficiency and brand safety. Incorrect options, such as bid limiting or keyword capping, don't address ad repetition.