Frequency capping is a strategy to restrict how frequently they display a particular ad to the same user within a specified time frame. For instance, an advertiser might decide that a single user should see their ad no more than three times in 24 hours. This technique serves to mitigate ad fatigue, which can occur when users are exposed to the same ad repeatedly. It enables advertisers to allocate their budget more efficiently, ensuring a wider reach and engagement with a broader audience.

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