What does fcap measure in ad serving?

Fcap measures how often an ad is served to a specific individual within a designated time frame, typically a 24-hour period. This metric is crucial for managing ad frequency and ensuring that users are not overwhelmed with displays of the same ad, which can lead to ad fatigue or negative brand perception. By controlling frequency, advertisers can optimize their campaigns for better engagement and effectiveness, keeping their message fresh in the minds of potential customers without causing annoyance.

The other options do not accurately describe fcap. The total cost per ad served pertains to budgeting and cost analysis rather than frequency. The average click-through rate is a performance metric that measures user interactions but is unrelated to how often an ad is shown. Lastly, the number of impressions per campaign is a broader metric that captures overall exposure rather than focusing on individual exposure within a specific timeframe.