The Future of Frequency Capping in Privacy-Centric Digital Advertising

9 Pages Posted: 24 Mar 2022

Date Written: January 31, 2022

Abstract

Frequency capping is essential for effective digital marketing. As most of current tools allowing for this use case require third-party cookies, their deprecation leads to doubts about the capping future. Discussion about this topic has been focused on emphasizing its importance, while not discussing the potential alternatives. Market-ready solutions not based on third-party cookies only offer partial support for it. Emerging privacy-centric solutions proposals promise full support for this application. In this article, we discuss frequency capping and its role in digital marketing; why frequency capping is endangered; the current available methods, their applications and limitations; what proposals are under consideration with the potential to address frequency capping needs; and the future of frequency capping in light of today’s trends. We propose key questions to help develop privacy-centric advertising future, and its understanding among market participants.

Keywords: Frequency Capping, the Future of Frequency Capping, Privacy, Privacy-centric, Digital, Advertising, Digital Advertising, Cookieless World

Suggested Citation

Iwańczak, Przemysław and Rumiński, Mateusz, The Future of Frequency Capping in Privacy-Centric Digital Advertising (January 31, 2022). Available at SSRN: https://ssrn.com/abstract=3985974 or http://dx.doi.org/10.2139/ssrn.3985974

Przemysław Iwańczak (Contact Author)

RTB House ( email )

Zlota 61/100
Warsaw, 00-819
Poland

Mateusz Rumiński

RTB House ( email )

Zlota 61/100
Warsaw, 00-819
Poland

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