Frequency capping limits how many times one person sees your ad in a period — the guardrail against paying to annoy an audience that has already decided.
Definition
Caps are set per user per time window (e.g., 3 impressions per 7 days) where the platform allows direct control; in goal-based campaigns, frequency is often managed indirectly through audience size, budget, and creative volume instead. Rising frequency on a fixed audience is the mechanical driver of creative fatigue: same people, same ad, more repetitions.
Why it matters
Past a saturation point, each additional impression to the same person buys less attention at the same price — and monitoring frequency tells you whether a campaign is reaching new people or re-billing the same ones. It's a budget-quality metric disguised as a delivery setting.
In agentic execution
Adlyse's agents watch frequency alongside fatigue signals and execute the responses — audience expansion, budget shifts, creative refresh — once approved, rather than letting saturation quietly tax the account.
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