Case Study Beware of frequency caps on your traffic network (here's why)

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servandosilva

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Hey guys. Today I wanted to talk about something we've been testing in the past weeks.
That is frequency capping and you might have seen it several times before when creating a campaign. Here's an example of how it looks in PopAds:

frequency-capping-settings-popads-jpg.6559


Frequency capping allows you to select how many times per day or hour a visitor should see your ad before not showing it anymore.
The idea behind this is simple. If somebody visited a website and saw your banner 10 times and didn't click, he might not be interested, so why keep showing him the same banner when you can show something else or only show it to other visitors?

While most networks allow you to set a frequency cap they always recommend a cap of 2-3 times per day in order to not lose volume. However, in our case and many affiliates agree that a frequency cap of 1-2 per day is enough to get good volume and performance without losing money and creating ad fatigue.

In my case, I always set it to 1 every 24 hours unless I have a performing campaign where I want to test higher frequencies.

But if your
 
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