Limiting how many times the same ad is shown to the same individual over a given period.
Capping sets an exposure ceiling per user: for example, 3 impressions per person per week. It's configured at campaign or DSP level, and its absence is the main cause of advertising waste in display and video.
Without capping, 20% of your audience can concentrate 80% of your impressions: you pay to saturate the same individuals while your reach stagnates. It's also a factor of irritation and brand damage.
"We cap systematically and deduplicate across platforms when technically possible. The goal: maximize useful reach at effective frequency, not billed impression volume."
Let's conduct an audit of your metrics together to identify your true growth levers.
