What is frequency capping in Amazon DSP and why is it important?

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Multiple Choice

What is frequency capping in Amazon DSP and why is it important?

Frequency capping controls how often a given user is shown your DSP ad within a defined time window. This prevents ad fatigue, where repeated exposure leads to annoyed or unengaged users and wasted impressions. By limiting repeat exposure, you spread impressions across a broader audience, making each impression more likely to contribute meaningfully to your goals and often improving performance metrics like click-through rate, viewability, and conversions. In Amazon DSP, you typically set this cap at the line-item or campaign level with a specified window (for example, impressions per user per day or per week). This is different from a daily budget cap, which limits spend; it’s also not about the total number of campaigns or a reach estimate. The right frequency cap helps maintain relevance and efficiency by balancing reach with the value of each impression.

Frequency capping controls how often a given user is shown your DSP ad within a defined time window. This prevents ad fatigue, where repeated exposure leads to annoyed or unengaged users and wasted impressions. By limiting repeat exposure, you spread impressions across a broader audience, making each impression more likely to contribute meaningfully to your goals and often improving performance metrics like click-through rate, viewability, and conversions. In Amazon DSP, you typically set this cap at the line-item or campaign level with a specified window (for example, impressions per user per day or per week). This is different from a daily budget cap, which limits spend; it’s also not about the total number of campaigns or a reach estimate. The right frequency cap helps maintain relevance and efficiency by balancing reach with the value of each impression.

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