Jeff Meglio
Opinion
04 March 2019
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This month, Admap explores frequency management. Jeff Meglio, VP of Agency Partnerships, Sovrn, explains why quality matters more than quantity. Marketers are reluctant to employ frequency capping in programmatic advertising as the practice goes against their fundamental drive for campaign scale. But when over-exposure to advertising pushes the boundaries of acceptability for consumers, it’s time to step back and think again. Quality takes precedence over quantity and marketers who make effective use of frequency capping will enjoy the long-term benefits of consumer engagement and brand loyalty, while making more efficient use of marketing budgets by achieving more reach with
