Ad Networks Frequency Cap

Published by: Tyler Madsen , Madsen, Inc, us
Published on: April 27, 2012

When ad networks tell a publisher they want a frequency cap of 6/24; are they implying that each different ad unit size (728x90, 160x600, 300x250) can have a cap of 6/24 (accounting each ad size separately)? Or do they want only 6 total ads showing up in a day, accounting for each ad size?


Yeah typically frequency cap is on the product level and not the creative level. If banner sizes are different products than I would assume that each size should be set at 6/24.

Our process is the same as Jalal's - that its 6/24 for the whole campaign not individual creatives (unless they say otherwise)

I would recommend asking the publisher which they want. Lead with something like..."so you'd like EACH ad size to show only 6 times to a user in a 24 hour period?"

If you offer up the other...they'll take it and you'll show less ads and therefore make less money. ;-)


I think they mean an ad can only be seen by one user up to 6 times in 24 hours.

Rocket Fuel