What are frequency caps in retargeting?

Frequency caps in retargeting are limits set on the number of times a specific ad is shown to the same user. This practice helps prevent ad fatigue and maintains a positive brand experience. By controlling the number of impressions, advertisers can ensure their message remains effective without overwhelming the audience. Frequency caps are crucial in B2B advertising, where decision-makers prefer quality interactions over repetitive exposure. Implementing these caps can enhance brand perception and lead to more successful advertising campaigns.