Frequency capping is often used as a way to avoid banner burnout, the situation where visitors are being overexposed to a specific image. One of things that have impact on frequency capping is the model you are using. Read below to find the best practices for capping your images in CPM and CPC campaigns.
CPM campaigns - it's important to control your frequency capping as first or last impression can affect your performance. We recommend to start with cap of 1, and gradually increase it (all the way to uncapped if necessary) as your campaign becomes profitable. Opening the capping is a great way of receiving more traffic on an already profitable campaign. Many advertisers like to run several campaigns in parallel with different caps in order to get a taste of different types of users.
CPC campaigns - frequency capping can be also important, but since you will only be paying for the clicks (and not impressions), it's the best to run CPC campaigns with large caps or totally uncapped. For campaigns generating high CTRs, uncapped CPC campaigns could be a great way of lowering your cost per acquisition.
Retargeting - Frequency capping is especially important when it comes to your retargeting campaigns. Remember that there is a fine line between getting your brand back in front of your ex visitors and annoying your potential customers.