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Introducing Anonymised Frequency Capping

In the ever-evolving landscape of digital advertising, the demise of third-party cookies and alternative identifiers has presented a significant challenge for advertisers seeking to control the frequency of their ad exposures.

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Traditionally, frequency capping, the practice of limiting the number of times a user sees a specific ad, has relied heavily on these tracking methods. However, with growing privacy concerns and regulations, the industry is shifting towards an ID-less future, necessitating innovative solutions to maintain advertising effectiveness while respecting user privacy.

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Anonymised is thrilled to announce the launch of our groundbreaking product: Anonymised Frequency Capping.

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This revolutionary technology empowers advertisers to achieve frequency control in a privacy-compliant manner, without the need for third-party cookies or alternative identifiers.

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The Problem with Traditional Frequency Capping in an ID-Less World

Previously, frequency capping relied on cookies or alternative IDs to track users across different websites and platforms. This dependence has become increasingly problematic due to:

• ‍Privacy Concerns: Consumers are increasingly aware and concerned about the use of their personal data for advertising purposes.
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• Regulatory Changes: Stringent data privacy regulations, such as GDPR and CCPA, are restricting the use of third-party cookies and other tracking methods.
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• Limited Reach: With the decline of third-party cookies, advertisers face a shrinking pool of targetable users, making it difficult to reach their desired audiences effectively.
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Even privacy compliant solutions such as First Party data and contextual face difficulties due to:

• Browser Iniatives: Concepts such as Safari's Intelligent Tracking Prevention limit the lifespan of First-party cookies and restrict data storage that would enable frequency capping.
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• Attribtution challenges: Limitations on cross-domain tracking and storage make attributing ad views. clicks, conversions and frequency caps harder to facilitate.
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• Performance concerns: Some argue that privacy-preserving methods my not perform as well as traditional methods, although this is a point of contention.

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The Anonymised Solution

Anonymised Frequency Capping offers a much-needed solution to these challenges by leveraging an innovative on-device approach. This means that ad exposure data is processed and stored locally on the user's device, eliminating the reliance on external identifiers and ensuring user privacy.

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Benefits of Anonymised Frequency Capping in ID-Less programmatic advertising:

• ‍Privacy-Compliant: Our solution prioritises user privacy by eliminating the need for third-party cookies or alternative IDs.
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• Cross-Domain Control: Anonymised Frequency Capping enables advertisers to control ad frequency across different websites and platforms, even without cross-domain tracking.
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• Improved Ad Spend Efficiency: By preventing excessive ad exposure, our product ensures that advertising budgets are used effectively and efficiently.
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• Reduced Ad Fatigue: Limiting ad repetition helps combat ad fatigue, leading to a more positive user experience and increased ad engagement.
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• Future-Proof Solution: As the industry moves towards a more privacy-centric future, Anonymised Frequency Capping offers a sustainable and scalable solution for both privacy and browser compliance.

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How does Anonymised Frequency Capping work?

Anonymised being an on-device solution does not need third party cookies or equailvalents, instead we are able to count the number of ad views a site vistor sees on the same device, and cross domain. Once the frequency cap is reached we suppress the allocation of the corresponding trageting segment from the devices local storage. This stops any auction or activation using the segment for targeting effectively removing all corresponding ad creatives from being displayed to the site visitor.

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How to use Anonymised Frequency Capping

When activating a segment in the Anonymised Audience Builder, advertisers will be prompted to enable frequency capping as follows:

1. Elect to include frequency capping
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2. Set the number of views to be permitted [cap]
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3. Set the time interval of the frequency in hours or days
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4. You may set more than one frequency cap per segment
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5. Generate the Anonymised impression script which uniquely identifes the frequency cap
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6. Embed the impression script with your creative in one of the following ways:
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   • Embedded in HTML5 creative.
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   • Applied as a dynamic script to creative line items in a DSP.
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   • Applied as a dynamic script to creative line items in advertising AdServers, such as CM360.
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7. Activate the line item using the corresponding deal ID which targets the audience segment.

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Download the Anonymised Frequency Capping product sheet to learn more about this feature. A feature video will follow shortly on our support portal.