Frequency Cap is a term from online advertising. The frequency cap limits the number of advertising media contacts per visitor
. The setting of the frequency cap is based on the consideration of whether a visitor is interested in an advertising message or not. Analyses have shown that a visitor is more likely to click on
ifhe sees it for the first time or only a few times. If the banner is shown to the visitor x times, the click rate
decreases and the advertising becomes more inefficient. With the frequency cap you can set how many times the visitor sees a certain advertisement. A frequency cap of 3 means that the online advertisement is displayed three times per visitor in a given period of time. After that, the same visitor will not see the advertisement again. The advantage of this technique is that the visitor can be constantly offered new advertising messages.