Control how often the same person sees your ads across TV, digital, and social to cut waste and fatigue. Build caps from deduplicated reach and outcome evidence rather than arbitrary rules.
What is the primary purpose of cross‑channel frequency capping in integrated campaigns?
Reduce duplicated exposures and ad fatigue while preserving reach
Increase CPMs to win more auctions
Shorten campaign flight dates
Force more creative versions into rotation
Why is deduplicated reach essential when deciding frequency caps across channels?
It sets bid floors for every exchange
It shows how many unique people saw ads across channels rather than counting the same person multiple times
It guarantees all impressions are viewable
It removes all bot traffic automatically
Which testing approach best identifies the point of diminishing returns from extra exposures?
Daily pacing checks against planned impressions
Last‑click, cookie‑based reports alone
Holdout or incrementality tests that read marginal response by exposure level
Only comparing CTR between two creatives at the same spend
In a privacy‑first setup, what tactic most reliably supports cross‑platform capping in 2025?
Adopt a universal open cookie shared by every platform
Rely on third‑party cookies across all major browsers
Use only raw IP addresses for identity
Link first‑party audiences and exposures in a clean room or ID graph to manage recent‑exposed suppression
What is a common risk when running CTV and social without unified caps?
The same person gets too many exposures across walled gardens, driving waste
Reach will always grow linearly with spend
Frequency will be identical in every platform by default
Budgets will not spend at all
Which principle should guide the initial cap you set for a brand campaign?
Remove all caps to maximize delivery speed
Start from outcome evidence and adjust to marginal lift, not a fixed number
Always set seven impressions per week for every audience
Always cap at one impression per day, no matter the category
When is increasing the cap justified?
When CTR drops briefly on a single day
When there are no new creatives available
When marginal conversions or brand‑lift per extra exposure remain positive
When competitive CPMs rise
Which operational tactic helps prevent overexposure across platforms?
Add more geographies to the same flight
Duplicate ad sets with broader targeting
Increase daily budgets to improve pacing
Use first‑party suppression lists so recently exposed users are excluded in other channels
Which signal most clearly indicates you are over‑frequencying an audience?
Rising average frequency while incremental lift or sales flatten
Lower CPMs during off‑peak hours
More total impressions delivered
Higher view‑through rate on video
If unified caps aren’t possible across all platforms, what’s a prudent planning step?
Turn off every platform except one
Budget for some duplication and monitor overlap with deduplicated reach reports
Remove caps entirely to learn faster
Only optimize to CTR across channels
Starter
Sharpen the basics of this topic and revisit the core definitions.
Solid
Good grasp—keep practicing application across channels and cases.
Expert!
Outstanding—your decisions reflect integrated, outcome‑driven mastery.
