About frequency capping

Frequency caps help you:

  • Limit how often a line item is served to the same user.
  • Specify the number of impressions that will be delivered to a single user in a specific period of time.
  • Specify time ranges in minutes, hours, days, weeks, or months. You may also specify a lifetime cap.
  • Apply multiple rules. For example, you can set a frequency cap limiting the same user to one impression per day and three impressions per week.

Learn about setting frequency caps for ad units and for line items.

Frequency capping works through the use of cookies set on a publisher’s domain (a first-party cookie) as well as cookies set on the DoubleClick domain. Where a browser blocks the setting of third-party cookies but allows first-party cookies, DFP uses the first-party cookie. In such cases, frequency caps are only effective within a single domain, not across domains.

For ads served on the web, frequency caps only work with users who accept cookies. Mobile applications use an identifier from the device rather than a browser cookie.