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Delivery Capping

Asked by: StephenL 385 views User Questions

How exactly does delivery capping work?

If I set the view limit to once per day, would it then…

a) limit the view of the ad from that campaign from a specific site to once per day for a specific visitor
b) limit the view of the ad from that campaign from all sites together to once per day for a specific visitor
c) other

Are there recommended ratios/settings I could use in order to maximize coverage among new viewers, but show the ad enough times to the same person to be effective?

1 Answers



  1. on Jan 31, 2007

    The frequency capping works as you describe in option B.

    I found the following regarding effectiveness v.s. the number of exposures: “Study found that after the fourth impression, response rates dropped from 2.7% to under 1% (banner burnout).” on this site: http://www.webreference.com/dev/banners/research.html

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