The Constraints section of the Booking header makes it possible to limit the number of times an advertisement is delivered towards a unique visitor during a defined period of time. This process is also known as frequency capping.
To add a frequency cap:
- Click Add constraint. This opens the Add constraint modal window.
- To set a frequency cap, specify the following details:
- Fill in the number of times a booking may be delivered within a certain period of time in the Cap field.
- Choose a constraint level from the Constraint level drop-down. The constraint level determines at what level the cap (or number of impressions) of an individual visitor should be taken into account before the delivery of the current booking stops. Select one of the following options:
- Booking level. The capping volume of a visitor increments when an impression for the selected booking is delivered. If the maximum number of impressions of a booking is reached (as determined by CAP), the booking won't be served any more to this specific visitor – without taking into account the number of creatives that are attached to the booking. For example, if the cap is set at 1 and 2 creatives are attached to one booking, only one out of the two creatives will be shown.
- Campaign level. The capping volume of a visitor increments when an impression for any booking within the campaign is delivered. The delivery of the selected booking will stop when the maximum number of impressions is achieved throughout the whole campaign. For instance, a campaign consists of 2 bookings: booking A without capping and booking B with a frequency cap of 3 at the campaign level. After three impressions for the campaign – regardless of any booking – booking B won't be served any more to the visitor.
- Traffic level. At the traffic level, the capping volume of a visitor applies to each combination of a booking and its attached creatives. If three creatives are attached to the booking and the frequency cap is set at 3, the booking will be delivered for a maximum of 9 times before the frequency cap is reset. Each combination of a booking and a creative will be delivered 3 times.
- Format level. This parameter is defined during the setup of your inventory's structure and allows you, for example, to limit the number of requests for an intrusive format such as a splash ad.
- The number of impressions per unique visitor can be reset after a defined period in the Reset section. To set the duration period of a frequency cap, choose one the following options:
Every … hours. The frequency cap resets at fixed intervals, counting from midnight. If you wish to reset the cap every 5 hours, the cap will be reset at midnight, 5 am, 10 am, 3 pm and at 8 pm.
We advise to set a minimum frequency cap that resets every 3 hours
- … hours/minutes after first impression. The frequency cap resets after a defined time span of a visitor's first impression. For example, the cap is set at 2 and you wish to reset this frequency cap 3 hours after the first impression. A first impression is delivered at 10 am. The booking will be delivered twice at maximum between 10 am and 1 pm. The frequency cap is reset at 1pm. The duration of the frequency cap will be taken into account again after the surfer pays a subsequent visit after 1 pm.
- Never. If this option is chosen, the frequency cap never resets. If the frequency cap is reached, the booking or creative won't be displayed anymore.
A campaign with a frequency cap won't be delivered to visitors who do not accept cookies (see The user privacy settings of a browser).
A frequency cap also resets after a visitor has deleted cookies from its browser. As a result, a capped campaign will only be shown at a second page view because Adhese first has to check whether the visitor accepts cookies.
A frequency cap does not influence the forecasting figures of a booking. Whatever the frequency cap is, inventory figures will stay the same.