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Frequency Capping- What is it and How does IQM Execute it?
Frequency Capping- What is it and How does IQM Execute it?
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Written by Team IQM
Updated over a week ago

What is Frequency Capping?

Frequency capping allows you to limit the number of times a consumer sees your ad during a particular time period. It’s an important tool that helps advertisers prevent message fatigue and keep their audience engaged. Due to the increasing number of devices and channels each individual uses to consume content, frequency capping has become more complex over the years.

How IQM Executes Frequency Capping

IQM employs a sophisticated waterfall mechanism, using a series of identifiers to govern and limit the number of impressions served to an individual.

Waterfall Mechanism

IQM ID → Ramp ID → Devices/Cookies → IPV6 → IPV4

Identifiers in the Waterfall Mechanism:

  • IQM ID: This serves as a unique identifier exclusive to IQM, designed to pinpoint a real human. An IQM ID is intricately linked with multiple device and IP identifiers, creating a comprehensive profile for precise targeting.

  • Ramp ID: A distinctive identifier offered by LiveRamp, aiding in the identification of individuals.

  • Devices: Unique identifiers associated with a spectrum of devices, encompassing mobiles, tablets, and CTV/OTT platforms.

  • Cookies: Unique identifiers tied to web browsers on laptops or similar devices.

  • IPV6 & IPV4: These denote the IP addresses of users, crucial for precise identification in the digital landscape.

Logic Behind Frequency Capping:

IQM initiates the frequency capping process at the IQM ID level. In instances where assigning an IQM ID to a device identifier is unfeasible, the waterfall mechanism redirects to the Ramp ID. In scenarios where neither IQM ID nor Ramp ID is associated with a device identifier, IQM counts one unique at device/cookie, subsequently progressing to IPV6 and IPV4 to collectively cap impressions for an individual.

Example Scenario:

Let's consider a hypothetical campaign with a frequency cap set at 5. Assuming limited associations of IQM ID and Ramp ID with the devices, cookies, and IPs in the bid requests, the following impression distribution scenario unfolds:

  • IQM ID1 → MAID1(1), MAID2(1), Cookie1(3) = 5 impressions

  • Ramp ID1 → MAID3(2), Cookie2(3) = 5 impressions

  • MAID4 = 5 impressions

  • Cookie3 = 5 impressions

  • IPV6 = 5 impressions

  • IPV4 = 5 impressions

In this example,

  • In this campaign, we reached 6 unique users with a total of 30 impressions served to them.

  • IQM ID1, associated with MAID1, MAID2, and Cookie1, undergoes frequency capping at the IQM ID level.

  • Ramp ID1, associated with MAID3, and Cookie2, undergoes frequency capping at the Ramp ID level.

  • For MAID4, Cookie3, IPV6, and IPV4, a maximum of 5 impressions will be served, given the absence of an associated IQM ID and RampID.

Key Points to Note:

IQM may serve additional impressions to a device identifier if the corresponding IQM ID or Ramp ID is not associated during bidding. For example,

  • Assume that in the above example, we received a bid request with MAID3 without the identifier RampID1.

  • As per the waterfall logic, In the absence of Ramp ID1, IQM treats it as a distinct user, another unique user, allowing for the serving of 5 more impressions to MAID3. So, the total uniques become 7 with total number of impressions at 35.

To know more about frequency capping, please refer to the article on specs, limitations and best practices of frequency capping.

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