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.

Why it matters

The goals of frequency capping do not necessarily clash with the principles of user privacy. While not as straightforward as working with third-party cookies, frequency can continue to be managed in a privacy-preserving way.

Current alternatives and their limitations

1. First-party approaches:In essence, frequency capping controls...