Frequency: How much is too much?
This article is part of a series of articles on frequency. Read more.
Need to know
- Frequency capping is important but its importance will vary depending on the advertisers’ primary purpose – is it to drive Amazon sales? Or is it brand building?
- Think about the sensitivity and application of frequency capping - is this a paid search environment where the ad is being returned based on a customer’s search query? Or is the brand proactively engaging a consumer with a DSP ad based on their previous view or purchase history?
- There...