---
title: Frequency capping
description: Frequency capping limits how often a user sees the same ad within a defined time period. It prevents overexposure, fatigue, and wasted budget in paid media.
---

[B2B marketing glossary ](https://mixology-digital.com/glossary)

# [Frequency capping](https://mixology-digital.com/glossary/frequency-capping)

 Written by [Mixology Digital](https://mixology-digital.com/glossary/author/mixology-digital) | Nov 14, 2025 11:55:21 AM

Frequency capping limits how often a user sees the same ad within a defined time period. It prevents overexposure, fatigue, and wasted budget in [paid media](https://mixology-digital.com/glossary/paid-media) campaigns.

In B2B environments where audience pools are smaller and deal cycles longer, capping helps maintain professionalism and respect for the viewer’s experience. Proper frequency management balances [brand recall](https://mixology-digital.com/glossary/brand-recall) with relevance, ensuring ads reinforce rather than irritate.

[View full post](https://mixology-digital.com/glossary/frequency-capping)

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