Paid social
Frequency Cap
A limit on how many times the same person can be shown a given ad within a defined period.
What it means in practice
The cap applies according to the platform's available campaign type, identity resolution, and selected time window. It can regulate repeated exposure at the campaign, ad set, or ad level depending on the product being used.
Why it matters
An unsuitable cap can either restrict useful repetition or consume budget through excessive exposure.
How it is used
A brand caps delivery of a creator awareness video and rotates additional UGC when viewers approach the exposure limit.
Also called
frequency capping
Related terms
- Bid StrategyThe rule set governing how much an advertiser is willing to pay per result within an auction.
- Creative FatigueThe decline in advertising performance that occurs when a target audience has seen the same creative too many times.
- Spark AdsA TikTok ad format that promotes existing organic posts from a brand or creator account while retaining original engagement and comments.