← Glossary
Frequency Capping
Limiting how many times the same household sees an advertiser's ad within a time window.
Frequency capping caps the number of exposures a household receives to a given advertiser's creative over a defined period — for example, 3 times per week. In CTV, effective frequency capping requires resolving exposures across every device a household owns (Roku, Fire TV, mobile), which is why device-level identifiers alone under-cap: a household with two streaming devices can otherwise see 2x its intended frequency. HouseholdID-style identity graphs solve this by capping at the household, not the device.