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.
To learn more about IQM’s Frequency Capping capabilities, please refer to the article Frequency Capping - What is it and How Does IQM Execute it?
How do I determine the optimal frequency cap for my campaign?
The optimal frequency cap is going to vary by advertiser. Best practice is to start on the low end (i.e. 3 impressions per day) and gradually increase the cap while monitoring both reach and campaign performance.
Is there a way to quantify the amount of traffic that will get frequency capped at the IQM ID or RampID level?
About 45-50% of bid request traffic is capped at the IQM ID or RampID level. The remaining will be done at the device ID/Cookie/IP address level.
Let’s say I set a frequency cap of 1 imp/day. I serve one impression to RampID 1 via cookie ID A. Later that same day, I get a bid request for cookie ID A, with no RampID attached to it. Does the system bid on that request?
Yes, in this scenario, the system does bid on the request. The first impression was counted at the RampID level, without consideration for the cookie. Later, with no unique identifier like RampID available, the cookie becomes the primary identifier and the bid is sent again. The cookie is counted as a unique user.
For what devices does IQM receive Device IDs?
We receive device IDs for mobile, CTV/OTT and tablet.
Can I set different frequency caps for various creatives, audiences or inventories?
No. Frequency capping is set at the campaign level.