Frequency & Recency

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Frequency & Recency

Frequency & Recency controls how often impressions can be served to the same user or identifier within a defined period.

These settings can be configured at the Campaign level, Line level, or both:

  • Campaign-level Frequency & Recency applies across all Lines within the Campaign.
  • Line-level Frequency & Recency applies only to the individual Line.
  • If Frequency & Recency is configured at both levels, the Campaign-level setting takes precedence over the Line-level setting.

Use Campaign-level controls when the same cap should apply across the full Campaign. Use Line-level controls when individual Lines require different Frequency or Recency settings and Campaign-level Frequency & Recency is not controlling delivery.

Campaign and Line Frequency & Recency

Campaign and Line Frequency & Recency can both be enabled at the same time.

When both are configured, the Campaign-level Frequency & Recency settings override the Line-level settings. The Line-level configuration may still be present, but the Campaign-level controls determine the applicable Frequency and Recency behavior.

If different Lines need independently controlled caps, do not apply Campaign-level Frequency & Recency.

Configure Frequency & Recency

  1. Open the applicable Campaign or Line in Edit mode.
  2. Navigate to the Frequency & Recency section.
  3. Configure the applicable Frequency, Time Frame, Recency, and Cap By settings.
  4. Review the configuration and select Submit to save.

Frequency

Frequency sets the maximum number of impressions that can be served to the same identifier within the configured time frame.

Time Frame Days

Time Frame Days determines the period used to evaluate the Frequency cap.

Available values range from 1–14 days.

Recency

Recency sets the minimum amount of time that must pass before another impression can be served to the same identifier.

Available options include:

  • None
  • 1 minute
  • 5 minutes
  • 15 minutes
  • 30 minutes
  • 1 hour
  • 6 hours

Cap By

Cap By determines which identifier is used to apply Frequency and Recency.

  • IP: Applies the cap using the IP address. Commonly used for household-level frequency control.
  • IFA: Applies the cap at the device level using the Identifier for Advertising.
  • Cookies: Applies the cap at the browser level using cookies. Available in supported EU web environments.
  • IFA-IP: Uses IFA when available and falls back to IP when an IFA is not available.
    • When an IFA is available, the cap is applied at the device level.
    • When an IFA is not available, the IP address is used instead.

Example

For example:

  • Frequency: 10
  • Time Frame Days: 1
  • Recency: 30 minutes
  • Cap By: IP

This configuration allows up to 10 impressions per IP address within a 1-day period, with at least 30 minutes between impressions served to the same IP address.