{"id":15993,"date":"2026-10-07T19:46:20","date_gmt":"2026-10-07T19:46:20","guid":{"rendered":"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/frequency-recency"},"modified":"2026-10-15T20:58:55","modified_gmt":"2026-10-15T20:58:55","slug":"frequency-recency","status":"publish","type":"docs","link":"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/frequency-recency","title":{"rendered":"Frequency &#038; Recency"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Frequency &amp; Recency controls how often impressions can be served to the same user or identifier within a defined period.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These settings can be configured at the Campaign level, Line level, or both:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Campaign-level Frequency &amp; Recency<\/strong> applies across all Lines within the Campaign.<\/li>\n\n\n\n<li><strong>Line-level Frequency &amp; Recency<\/strong> applies only to the individual Line.<\/li>\n\n\n\n<li>If Frequency &amp; Recency is configured at both levels, the <strong>Campaign-level setting takes precedence over the Line-level setting<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">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 &amp; Recency is not controlling delivery.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Campaign and Line Frequency &amp; Recency<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Campaign and Line Frequency &amp; Recency can both be enabled at the same time.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When both are configured, the <strong>Campaign-level Frequency &amp; Recency settings override the Line-level settings<\/strong>. The Line-level configuration may still be present, but the Campaign-level controls determine the applicable Frequency and Recency behavior.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If different Lines need independently controlled caps, do not apply Campaign-level Frequency &amp; Recency.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Configure Frequency &amp; Recency<\/h4>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li>Open the applicable Campaign or Line in <strong>Edit<\/strong> mode.<\/li>\n\n\n\n<li>Navigate to the <strong>Frequency &amp; Recency<\/strong> section.<\/li>\n\n\n\n<li>Configure the applicable Frequency, Time Frame, Recency, and <strong>Cap By<\/strong> settings.<\/li>\n\n\n\n<li>Review the configuration and select <strong>Submit<\/strong> to save.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"117\" src=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2026-05-04-115718-1024x117.png\" alt=\"\" class=\"wp-image-13168\" srcset=\"https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2026-05-04-115718-1024x117.png 1024w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2026-05-04-115718-300x34.png 300w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2026-05-04-115718-768x88.png 768w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2026-05-04-115718-1536x175.png 1536w, https:\/\/wiki.pontiac.media\/wp-content\/uploads\/2025\/03\/Screenshot-2026-05-04-115718.png 1593w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Frequency<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Frequency<\/strong> sets the maximum number of impressions that can be served to the same identifier within the configured time frame.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Time Frame Days<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Time Frame Days<\/strong> determines the period used to evaluate the Frequency cap.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Available values range from <strong>1\u201314 days<\/strong>.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Recency<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Recency<\/strong> sets the minimum amount of time that must pass before another impression can be served to the same identifier.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Available options include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>None<\/li>\n\n\n\n<li>1 minute<\/li>\n\n\n\n<li>5 minutes<\/li>\n\n\n\n<li>15 minutes<\/li>\n\n\n\n<li>30 minutes<\/li>\n\n\n\n<li>1 hour<\/li>\n\n\n\n<li>6 hours<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Cap By<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cap By<\/strong> determines which identifier is used to apply Frequency and Recency.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>IP:<\/strong> Applies the cap using the IP address. Commonly used for household-level frequency control.<\/li>\n\n\n\n<li><strong>IFA:<\/strong> Applies the cap at the device level using the Identifier for Advertising.<\/li>\n\n\n\n<li><strong>Cookies:<\/strong> Applies the cap at the browser level using cookies. Available in supported EU web environments.<\/li>\n\n\n\n<li><strong>IFA-IP:<\/strong> Uses IFA when available and falls back to IP when an IFA is not available.\n<ul class=\"wp-block-list\">\n<li>When an IFA is available, the cap is applied at the device level.<\/li>\n\n\n\n<li>When an IFA is not available, the IP address is used instead.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Example<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Frequency:<\/strong> 10<\/li>\n\n\n\n<li><strong>Time Frame Days:<\/strong> 1<\/li>\n\n\n\n<li><strong>Recency:<\/strong> 30 minutes<\/li>\n\n\n\n<li><strong>Cap By:<\/strong> IP<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This configuration allows up to <strong>10 impressions per IP address within a 1-day period<\/strong>, with at least <strong>30 minutes between impressions<\/strong> served to the same IP address.<\/p>\n","protected":false},"author":17,"featured_media":0,"parent":9721,"menu_order":15,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_is_vendor_doc":"0","footnotes":""},"doc_tag":[],"class_list":["post-15993","docs","type-docs","status-publish","hentry","no-post-thumbnail"],"comment_count":0,"_links":{"self":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/15993","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs"}],"about":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/types\/docs"}],"author":[{"embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=15993"}],"version-history":[{"count":3,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/15993\/revisions"}],"predecessor-version":[{"id":15998,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/15993\/revisions\/15998"}],"up":[{"embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/9721"}],"next":[{"title":"Setup Guides","link":"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/setup-guides","href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/15619"}],"prev":[{"title":"Pacing & Dayparts","link":"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/pacing-dayparts","href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=\/wp\/v2\/docs\/15971"}],"wp:attachment":[{"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=15993"}],"wp:term":[{"taxonomy":"doc_tag","embeddable":true,"href":"https:\/\/wiki.pontiac.media\/index.php?rest_route=%2Fwp%2Fv2%2Fdoc_tag&post=15993"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}