Overview
Ribeye applies frequency capping per household, per day. The default cap is 7 impressions per household and resets every 24 hours.
- Default cap: 7 impressions per household, per day
- Reset window: Every 24 hours
- Capping level: Line item
- Cumulative frequency: Reflects the total impressions delivered across all days of the campaign
Customization by client type
- Managed clients: If your campaigns are managed by Ribeye, we default to a cap of 7 impressions per household, per day to balance performance and user experience.
- Self-serve clients: If you are a self-serve client, you have the flexibility to set your own household frequency cap at the line item level, including choosing a higher or lower daily limit based on your campaign goals.
Keep in mind
Because the cap resets daily, the total frequency shown in reporting across a full campaign will naturally appear higher than the daily limit. This is expected behavior — it reflects the sum of daily impressions over time, not a sign that the cap was bypassed. It is also worth noting that capping is applied at the line item level, not by publisher, so the same user may appear multiple times on the same publisher within a given date range; this is normal and not an indication of an issue.
Example
Say a single household sees 10 impressions in one day during a 30‑day campaign. If that happened every day, reporting would show a cumulative frequency of 300. This does not mean the cap failed — it simply adds up each day’s delivery over the life of the campaign. This is especially common in ZIP‑code targeted campaigns, where the audience pool is smaller and the system works harder to deliver in full while still honoring the daily household cap.