Frequency capping in a post-cookie media ecosystem | WARC | The Feed

The withdrawal of third-party cookies poses a serious challenge to frequency capping, risking increased user fatigue from repeated ad exposures, and potentially compromising advertiser ROI.

Instead, advertisers must explore alternatives including frequency management on a publisher-by-publisher basis, estimating capping on probabilistic signals, and browser-level capping via initiatives like Google’s Privacy Sandbox.

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