The 'frequency/capping' determines how often (Frequency) the ad will be displayed on a publisher's website per individual user/IP/device at a given time (Capping).

Example: If your Frequency Capping (Device) is set to 3:24, the ad will be displayed 3 times a day per every individual user or device.

User-based frequency is based on cookie matching. When a single user visits a website and sees the ad for the first time, the ad server prescribes a cookie to a user.

For every follow-up ad view, the ad server checks whether this user cookie already exists in the system.

Please note: Some browsers (or private mode) don't allow saving cookies.

IP frequency is based on the IP address matching. When a single user visits a website and sees the ad for the first time, the ad server checks the user IP and prescribes it to a single user.

For every follow-up ad view, the ad server checks whether this user IP address already exists in the system.

Please note: Some ISPs provide a single IP to a couple of users\devices so the traffic quantity may get lower.

Device frequency is based on the unique device fingerprint matching. When a single user visits a website and sees the ad for the first time, the ad server checks the number of device's parameters and prescribes it to a single user.

For every follow-up ad view, the ad server checks whether this device fingerprint already exists in the system.

Please note: some users may use different devices at the same time and be recorded as different users.