Set an advertiser frequency cap (Beta)

This feature is in Beta
Features in Beta phase might not be available in your network. Watch the release notes for when this feature becomes generally available.

Frequency caps are limits publishers can set to avoid undesired repetitive advertising. For example, you can set a cap at a certain number of impressions per stream. 

With this protection, you can set frequency caps for all advertisers across all demand sources.

The frequency cap will apply to all advertisers that meet your targeting criteria.

Note: If you already use frequency caps for line items, labels, formats, or ad rules, the most restrictive frequency cap will be applied.

Step 1: Set up the protection

1. Sign in to Google Ad Manager.
2. Click Protections, and then Protections.
3. Click New protection and select Advertiser frequency cap.
4. Enter a name for the protection.
5. Select an inventory type.
   For the beta, video inventory is available. Other inventory types can’t be selected.
6. Make any targeting selections.
   Note that the protection will apply to all advertisers in the targeted inventory. Learn more about targeting.
7. Next to "Frequency," click Add frequency cap, and then:
   1. Enter a number for the frequency cap. 
      For the beta, 1 impression per pod is allowed.
   2. Click  to select Pod or Stream.
      Note that streams are identified via the scor ad tag parameter.  
   3. (Optional) To remove a frequency cap, click .
8. Click Save.

For the following types of traffic, the remaining setup is completed automatically and the frequency caps will be activated:

• Ad Exchange (including Preferred Deals) 
• Open Bidding
• Server-side unwrapping  

For Reservation and Programmatic Guaranteed traffic, continue to step 2. 

Step 2: Set up advertisers (Reservations and Programmatic Guaranteed)

For each advertiser you want to include in the frequency cap, the "Advertiser identifier" must be provided. The identifier is the verified advertiser’s name or domain. To set up advertisers: 

1. Click Admin, then Companies, then Advertisers.
2. Choose an option:
   • For existing advertisers, under "Name," click the advertiser’s name. 
   • For new advertisers, click New company, and select Advertiser.  
3. Next to "General settings," update details as needed, such as the advertiser’s name.
4. Under "Advertiser identifier," choose an option:
   • Select Verified advertiser, and then click make a selection from the menu.
   • If your advertiser is not on the Verified advertiser list, select Advertiser domain, and then enter a domain. Work with your advertisers to align on the expected domains and how advertisers configure this in DSPs.
5. (Optional) Next to "Additional settings," add any further details for your reference.
6. Click Save.
   With the protection set up and the advertiser identifier updated, the frequency cap will now apply to the Reservation advertiser.

Related article

• Protections overview