Ad-tech
Frequency cap
The maximum number of times one user can be shown an ad.
Frequency cap is the per-user impression limit on an ad campaign — typically expressed as 'X impressions per Y hours/days'. Native networks default to 3 impressions / 24h on direct-response campaigns; brand campaigns sometimes allow 10+. Caps protect creative fatigue and audience burnout. Too tight and the bidder loses scale; too loose and CTR + ROAS decay quickly.
Example
Taboola campaign default cap of 3 imps/24h: CTR holds 0.92% over 60 days. Removing the cap to chase volume drops CTR to 0.41% in a week as impressions concentrate on heavy users.