Flight-level frequency caps create frequency limits for the ads configured for that flight. In other words, how frequently the ad can be heard, such as no more than once per ad break, or no more than twice per day.
Also see:
Frequency caps for the content types for Live and Other (on-demand) are set according to time (hours, days, weeks, etc.) and are linked to the listener’s ID.
For the Podcast content type, they are set per download for individual episode downloads, but time is still applicable across multiple downloads. For example, if a listener runs two separate downloads within the frequency cap time range, the timed frequency cap applies to the second download.
Note: Unless otherwise noted, frequency caps in TAP are are based on one-to-one impressions delivery. For example, when a frequency cap is described as delivering "once per break" or "once per day," that means once per break/day per unique listener.
Frequency Caps and Ad Separation
Ad separation is a function of three separate components:
Publisher-wide industry and advertiser default separation intervals, as set on the Ad Separation Settings page.
Advertiser-specific IAB category settings and overrides, which are set in each advertiser's profile.
Frequency caps, which are set by the trafficker at the flight level for unique listeners.
The resulting separation is set by the largest cap or greatest restriction in effect. For example, you can have a flight for an advertiser set with IAB1-1 where the industry separation is one per break, and the flight's frequency cap is one per day. As a result, the flight will only deliver once per day (per unique listener) because that is the greater restriction.
Example
This example shows two flight-level caps: the first cap allows no more than one impression (per listener) per two hours and the second cap allows no more than four impressions (per listener) per day.
Click "Add frequency cap" to add another cap.
This example is the same as the one above it, but with a 1 impressions per download cap added for podcast delivery. Podcast capping is download-based, not time-based, so you should add a separate download cap if your flight delivers to podcasts.
Frequency caps for CPS-based flights are described in CPS (Spot-based) Flights.
How Frequency Caps Work
Ads in TAP are delivered on a one-to-one basis, meaning each listener is unique and each ad is delivered to them as a unique impression. TAP’s ad separation rules and frequency caps are also listener-based, so the separation of ads that a person hears is unique to them even if the same rules apply to all.
For example, if a flight’s frequency cap is set at 1 impression per hour, and the flight delivers an ad to you at a particular time, you won't be eligible to hear it again until an hour has passed. During that time however, other listeners will be eligible to have the flight delivered to them.
Listeners are identified in multiple ways, including:
Listener ID is matched to a mobile ad ID.
Listener ID is assigned by a web cookie.
A session-based Listener ID is assigned by Triton when no other ID is available.
Listener identity can be dynamic. For example, when a listener moves from one listening medium to another, their listener ID usually changes, which typically resets the frequency cap.
Some examples:
A listener uses their mobile phone to listen to your station as they walk to work. When they arrive at their desk they switch to a player on their laptop computer. This switches them from a mobile ad ID to a cookie-based ID.
A listener uses their mobile phone to listen to your station as they drive home from work. When they get home they switch to their tablet and continue listening. This switches the listener to a different mobile ad ID.
A listener using a smart speaker cuts their feed for a few minutes to take a phone call or answer the door. When they reconnect they get a new Listener ID, because Triton Digital uses session-based IDs for smart speakers.
In all of the above cases, the transition resets the frequency cap because the re-connection resets their Listener ID and they are treated as a different listener.
On the other hand, a flight’s frequency caps are preserved across all content types in some circumstances. For example, a flight that is set to deliver on all content types will be preserved across different players and different delivery methods if:
The Listener ID is the same, or at least is matched to another type of ID (e.g., mobile ad ID or cookie).
For podcast delivery, the timing of the podcast download is within the frequency cap’s range (e.g., one hour). For example, if the listener switches from a live stream to a podcast they have just downloaded, the frequency cap is preserved if the Listener IDs match. But if the podcast was downloaded the previous day or week, then the frequency cap on the download is long expired.
Listener-based frequency caps do not always provide consistent listener IDs between listening sessions or when faced with disconnects and reconnects. Triton Digital assigns the best ID available when a listener connects but there are times when the frequency cap will be reset due to the listener's changing experience. This is unavoidable and should be understood as part of the overall digital audio listening ecosystem.