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18 May 2022
Frequency capping in a post-cookie media ecosystem
Data protection & privacyUsing customer dataReach and frequency, recency
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.