Frequency capping is a technique used in digital advertising to limit the number of times a specific user is shown the same ad within a defined time frame. The goal is to strike the right balance between visibility and annoyance - ensuring that users see the ad enough to remember it, but not so often that it becomes repetitive or intrusive. Without frequency capping, campaigns risk wasting impressions on overexposed users and damaging brand perception. By controlling ad repetition, marketers can improve efficiency, preserve user experience, and allocate budgets more effectively across their target audience.