Frequency capping is an overcomplicated buzz word. Basically it is the limit you put on how many times a unique visitor to your site will see the particular display ad. The idea is to give brands you work with a greater assurance on the quality of each impression they get.
For example, if you only wanted to limit how many times a Swift Post was viewable by any particular visitor, you would check the “Set per user frequency cap” button and enter something like the following:
3 views per 24 hours for a maximum of 6 impressions per visitor.
Here is the translation: A visitor to your site will only be able to see this particular display ad a maximum of three times in a 24 hour period. After that 24 hour period, they will again be able to see it a maximum of three times in a 24 hour period. After that second 24 hour period and 6 total impressions, they will no longer see the display ad and another one you have made for this spot will take over.
NOTE: Please keep in mind you can stack any number of display ads in the same spot that alternate however you would like them to. Our technology will alternate them accordingly.