The Constraints section of the Booking header makes it possible to limit the number of times Adhese delivers an advertisement towards a unique visitor during a defined period. This process is also known as frequency capping.
To add user frequency cap:
- Click Add user frequency cap. The Add user frequency cap box opens.
- To set a user frequency cap, specify the following details:
- the number of times a booking may be delivered within a specific time in the Cap on impressions field.
- Choose a constraint level from the Constraint level drop-down (in the above screenshot, it is set on booking). The constraint level determines at what level the cap (or the number of impressions) of an individual visitor should be taken into account before the delivery of the current booking stops. Select one of the following options:
- Booking level. The capping volume of a visitor increments when an impression for the selected booking is delivered. If the maximum number of impressions of a booking is reached (as determined by CAP), the booking won't be served anymore to this specific visitor – without taking into account the number of creatives that are attached to the booking. For example, if the cap is set at 1 and 2 creatives are attached to one booking, only one creative will be shown.
- Campaign level. The capping volume of a visitor increments when an impression for any booking within the campaign is delivered. The delivery of the selected booking will stop when the maximum number of impressions is achieved throughout the whole campaign. For instance, a campaign consists of 2 bookings: booking A without capping and booking B with a frequency cap of 3 at the campaign level. After three impressions for the campaign – regardless of any booking – booking B won't be served anymore to the visitor.
- Traffic level. At the traffic level, the capping volume of a visitor applies to each combination of a booking and its attached creatives. If three creatives are attached to the booking, and the frequency cap is set at 3, the booking will be delivered a maximum of 9 times before the frequency cap is reset. Each combination of a booking and a creative will be delivered three times.
- Format level. This parameter is defined during the setup of your inventory's structure and allows you, for example, to limit the number of requests for an intrusive format such as a splash ad.
- The number of impressions per unique visitor can be reset after a defined period in the Resetting section. To the duration period of a frequency cap, choose one of the following options:
- Never. If this option is chosen, the frequency cap never resets. If the frequency cap is reached, the booking or creative won't be displayed anymore.
Every … hours. The frequency cap resets at fixed intervals, counting from midnight. If you wish to reset the cap every 5 hours, the cap will be reset at midnight, 5 am, 10 am, 3 pm, and 8 pm.
We advise setting a minimum frequency cap that resets every 3 hours.
- … hours/minutes after first impression. The frequency cap resets after a defined time of a visitor's first impression. For example, the cap is set at 2, and you wish to reset this frequency cap 3 hours after the first impression. A first impression is delivered at 10 am. The booking will be offered twice at a maximum between 10 am and 1 pm. The frequency cap is reset at 1 pm. The frequency cap duration will be taken into account after the surfer pays a subsequent visit after 1 pm.
Do not forget that the unique identification of visitors and the storage of personal and other data is subject to national, European and international legislation. It is the exclusive responsibility of the publisher to comply with the law and adequately notify the user of its rights. Adhese can assist and advise publishers herein. More on user privacy is available in the GDPR section of the documentation.
A frequency cap also resets a visitor has deleted from its browser. As a result, a capped campaign will only be shown at a second-page view because Adhese first has to check whether the visitor accepts cookies.
A frequency cap does not influence the forecasting figures of a booking. Whatever the frequency cap is, inventory figures will stay the same.