Frequency Cap
- 13 Oct 2023
- 4 Minutes to read
- DarkLight
Frequency Cap
- Updated on 13 Oct 2023
- 4 Minutes to read
- DarkLight
Article summary
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When setting up a campaign, your primary objective is to maximize your return on investment (for instance, increase the Click Through Rate (CTR)) while gauging your flight's effectiveness based on the number of devices reached.
In the process, you also want to avoid your ad to be “too” intrusive for viewers, as it would lead to the opposite of the intended effect, that is generating more clicks, etc.
In this regard, Samsung DSP allows you to define Frequency Caps to achieve your goal while not causing Ad fatigue when viewers consume content.
Ad fatigue depicts the behavior where a user quickly loses interest in the recommended item (your ad) if this user has been confronted to the same item multiple times before.
Frequency Cap restricts Samsung DSP from targeting audiences that were exposed multiple times to the same ad within a specific time frame. Using this feature ensures:
- Samsung DSP displays your ad reasonably per individual user or household based on the IP or device ID.
- An increase of your campaign's unique reach by taking into account the exposures from Linear TV ads in your frequency cap. See Use Case: Frequency Management for more details.
Counting methods
Samsung DSP allows you to determine how to apply Frequency Caps, to regulate the flight delivery by taking into account either the IP address or Device ID.
When it comes to the frequency with which the ad is displayed to a viewer, Samsung DSP tracks views by event, not by calendar period. For example, if you select 1 view per month and your ad is displayed on May 24 at 11 p.m., the viewer will not see ads from this campaign/flight until June 25.
If you select Forever, Samsung DSP will show your ad every 60 days.
- Device means the use of the Device ID as the unique identifier for frequency capping. If you select this option, Samsung DSP will deliver your ads only to identifiable devices or cookie-enabled browsers. By identifiable devices, we refer to devices attached with a Unique Identifier such as AAID, GAID. We suggest that you select By Device for ads that will run on a desktop computer, mobile phone, tablet, or Samsung TVs listed as Audiences. Please note that this might reduce available inventory.
- IP address means the use of the IP Address as the unique identifier for frequency capping. If you select this option, Samsung DSP will show your ads only to devices that provide their full IP address. This means that truncated IP addresses or devices that don't share or leave undefined their IP address will be excluded. We recommend that you select By IP for ads that will run on Connected TVs. Please note that this might reduce available inventory.
Changing counting methods during flight delivery might exceed the threshold you set for the frequency cap.
Connected TVs refer to non-Samsung Smart TVs, Streaming Devices, Game Consoles.
Frequency caps
On this page, you can see if a frequency cap has been applied at the Advertiser, Campaign Group, *Campaign, and Flight level.
Click on Edit to modify or add a Frequency Cap.
See the following pages for more information:
Frequency cap options
The following options help you to better refine the frequency caps.
Matched TVs
Enabling this option will limit inventory.
Matched TVs is a complementary option for both Frequency Cap By Device and By IP. This guarantees Samsung DSP to deliver your ads only to desktop, tablet, mobile devices that can be tied to one or more Samsung TVs.
- To set up this filter, tick the Matched TVs checkbox.
Device located
Enabling this option will limit inventory.
Devices Located is a complementary option for Frequency Cap By IP that guarantees Samsung DSP to show your ads only to devices that provide the latitude and longitude coordinates, instead of relying on IP-based location.
This filter adds an extra layer of precision, as the device-provided location is more precise than the IP-detected location.
- To set up this filter, tick the Device Located checkbox.
As a best practice, we highly suggest that you create a Geo list to fully optimize the usage of this feature. This allows your flight to deliver ads only to devices belonging to the locations specified in the defined geo list.
- On the left menu, click on Setup and select Geo Lists.
- In the upper right-hand corner, click on +New Geo List.
- Enter a name for this list.
- In the Radiuses text box, enter the latitude (decimal), longitude (decimal), and radius (km) by placing a comma between each value.
- Press Enter to add a line break for including other geographical areas in the list.
- In the bottom right-hand corner, click on Create Geo List to validate.
LiveRamp IdentityLink
Enabling this option will limit inventory. If you are not sure, please select No filtering by IdentityLink segments.
LiveRamp IdentityLink is a complementary option for Frequency Cap By Device that guarantees Samsung DSP to show your ads only to devices that are tied to the IdentityLink household ID or the IdentityLink person ID from LiveRamp.
LiveRamp IdentityLink household ID represents adults living together at the same location who exhibit a persistent relationship.
- To set up this filter, select one of these two options:
- Bid only on devices tied to an IdentityLink household ID: if selected, Samsung DSP will bid according to the frequency capping parameters set on devices tied to an IdentityLink Household ID. This targets adults living together at the same location (household) who exhibit a persistent relationship.
- Bid only on devices tied to an IdentityLink person ID: if selected, Samsung DSP will bid according to the frequency capping parameters on devices tied to IdentityLink Person ID.
IdentityLink Person ID represents an individual.
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