RTB House 2022 Analysis
Title: The Future of Frequency Capping in Privacy-Centric Digital Advertising
Authors: Przemysław Iwańczak (RTB House), Mateusz Rumiński (RTB House)
Abstract/Summary: 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.