Ad frequency describes how often reached people are shown an ad during a defined period. An average is expressed in impressions per reached person, while a distribution reveals low and high exposure. Platforms may model reach across devices.[2]
Read frequency alongside reach: the same impression volume can be spread widely or concentrated on a small group. An average hides that distribution. Where supported, a frequency cap can limit repetition.[1] Use a campaign-relevant period and do not diagnose fatigue from one isolated average.
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