Frequency capping without third-party cookies: Exploring the options

Przemysław Iwańczak

Alternative approaches to frequency management in a post-cookie ecosystem.

For the past three years, there has been discussion across the digital advertising ecosystem about the upcoming disabling of third-party cookies on Google’s Chrome browser (currently scheduled for the second half of 2023). Much of the debate has focused on alternative methods of targeting and measuring the performance of digital ad campaigns. However, one key topic which is often overlooked is the impact of cookie deprecation on frequency capping, i.e. setting controls over how many times a user is exposed to the same advertising content.

Digital advertising allows transactions to be recorded at the impression-level. This makes the Internet the...

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