What does a cache buster do?

A cache buster is a technique used primarily in online advertising and web development to ensure that the most up-to-date content is delivered to a user. When an ad is cached in a user's browser, it may not display the latest version when the user revisits the page. By introducing a cache buster, typically in the form of a unique identifier or a timestamp appended to the URL of the ad, it signals the browser to fetch a fresh version rather than relying on the stored version.

This is particularly important for digital marketing because it prevents ads from being shown multiple times to the same user if they’ve already been displayed. By avoiding repetitive exposure, cache busters help maintain the effectiveness of advertising campaigns, improve user experience, and ensure that the ad impressions remain relevant. Therefore, this functionality aligns perfectly with the purpose of preventing an ad from running a second time to the same individual, which is essential for optimizing ad effectiveness and reach within targeted campaigns.