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The digital marketing glossary > I > What is Impression cap definition?

What is Impression cap definition ?

An impression cap may refer to different digital advertising usages.

An impression cap may refer to the fact of setting a cap on the number of overall impressions a network or a publisher can deliver for a day. A daily impression cap may be set up by an advertiser or an agency when scheduling a campaign. It can be also be set up by a publisher for a given ad network in a monetization process.

The term can be also used when limiting the number of ad exposures for a consumer for a given period - often the day - or for an overall campaign. In this case, setting an impression cap is called frequency capping. It is especially used for retargeting campaigns.

See ad frequency capping for more details.

 
Published on Friday 28 November 2014 (Authors)