Ad Frequency Capping

[bc11043975]

To achieve ad frequency capping through AAM across multiple DSP destinations, is it through feeding back impression data from DSPs into AAM?

I couldn't find more detailed documentation on it. Could you talk more about it? Thank you!

[Varun_Kalra]

Hi there,

When you say ad frequency capping, do you want to show an ad a limited number of times to an Audience Segment ?

Or are you referring to frequency and recency feature of AAM ? While creating a segment you can set a limit for segment qualification like : the number if times in last few days.

You can check this article : Recency and Frequency

Have a look at the very last point in that article, that makes sense when you are sending segments to an ad server.

Thanks,

Varun Kalra

[bc11043975]

Hi Varun, yes I meant "show an ad a limited number of times to an Audience Segment" cross multiple DSP destinations. Could you elaborate on the last point in the article? Also it says "This approach achieves greater performance...". Could you talk more about it as well ?

[Gaurang]

Hi,

Performance here refers to Ad campaign's performance essentially "delivering the right ad to the right audience and apt number of times".

As mentioned in the last point the Ad would be shown a limited number of times i.e 5 times with in 2 days to users in that segment. This benefits in the following ways -

1. The advertiser is able to save money by not repeating ads in the category.

2. Targeting to the right segments for better results and ad campaign awareness.

This is eventually called as "greater performance" of the ad campaign.

Thanks,

Gaurang

[bc11043975]

Is the ad frequency capping done through feeding back impression data from DSPs into AAM? Because if we want to target people who visited a holiday sale page 4 times in 2 days and we don't want those people to see the same ads more than 5 times, the recency and frequency entered for the segment of visiting the holiday sales page would be 2 and 4, instead of 5, right?

[Gaurang · Accepted solution]

Hi,

Currently ad frequency capping is done through "pixeling the creative" (https://marketing.adobe.com/resources/help/en_US/aam/c_camp_data_int.html). As for the number that would be used it depends on the operator used for recency and frequency (https://marketing.adobe.com/resources/help/en_US/aam/c_recency_frequency.html). If you want to perform an operation where a user has seen an ad for 5 or fewer times, then you would want "<=5"

Thanks,

Gaurang