Reference / Glossary / Measurement
Frequency Cap
A limit on how many times one person is served an ad in a period, set at the campaign, line item, or creative level. Caps depend on the platform recognizing the person, so they leak across devices and browsers where identity is weak. In CTV, household-level caps are the practical standard.
Used in The Signal
Cite this entry:
Agency Echelon. "Frequency Cap." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/frequency-cap/