Frequency Caps

When trafficking a Campaign and/or Line Item, you have the option of setting a Frequency Cap to restrict the number of times a particular ad will be shown to a particular user.  Frequency is typically determined by the ID found in the bidRequest.user.buyeruserID or device.ifa openRTB fields, which correspond to the Beeswax cookie ID on web traffic, and the mobile device ID on in-app traffic. Additionally, Beeswax has optional support for enhanced frequency capping on IP Address, IDFV, and proprietary customer IDs.

To find this feature, when logged into the UI click +New > Line Item (or Campaign).  Frequency Cap settings can be found in either the Edit Line Item (or Edit Campaign) screen under the Delivery & Bidding section.  

Frequency Caps can be set at either, or both levels, within Beeswax.  Frequency Cap functionality remains the same at either level, although its effect upon delivery can vary depending on implementation. When using Enhanced Frequency Capping, you will need to ensure that the type of ID is uniform on both the Campaign and Line Item, if a cap is set on both levels.

A frequency cap is expressed in terms of a count (N) and a duration (M):  "Show line item X to each user no more than N times every M hours/days/weeks."  Durations of hours, days, and weeks represent rolling windows of time. For example, a cap of "1 impressions per hour" means that a user who sees an impression at 8:59am will not be eligible to see that line item again until 9:59am.  Please note that the maximum duration of any discrete frequency cap is 30 days (or 2,592,000 seconds).

It is recommended to implement Frequency Caps at the most granular level (e.g. Line Item level), although additional use cases are supported.  Implementing Caps at the Campaign level can exhibit different behavior than if implemented at the Line Item level (and different still if implemented across both, depending on Campaign and Line Item setup).

Example: For example, you may wish to cap ads at 2 times per day.  Consider that you have a single Campaign (A) with three associated Line Items (1), (2) and (3),  each with their own respective targeting criteria.

Campaign Level Implementation

A user requests an ad 6 times in a given day and matches the targeting of all  Lines Items. They could be shown any combination of Lines (1), (2) OR (3) for at most of TWO total ads.

Line Item Level Implementation

A user requests an ad 6 times in a given day and matches the targeting of all  Lines Items. They could be shown Lines (1), (2) AND (3) at most of two times EACH (or SIX total ads).

Campaign AND Line Item Level Implementation

A user requests an ad 6 times in a given day and matches the targeting of all  Lines Items. They could be shown any combination of Lines (1), (2) OR (3) for at most of TWO total ads.  In other words, the Line Item Cap would be superseded by the Campaign Cap.

Enhanced Frequency Capping

Beeswax allows our customers to frequency cap on identifiers besides a Beeswax cookie ID (in Web environments) or a Device ID (in mobile app and/or Connected TV environments). This can include a full (non-truncated) IP Address or a Customer ID, both of which will be read from the bid request. Beeswax also supports using multiple IDs as a ‘fallback’ mechanism, including Customer ID, IP Address, and, for mobile app traffic, IDFV.

IP Address Frequency Capping

In order to start frequency capping using IP Address, please ask your Account Manager (or reach out to support@beeswax.com) to turn this functionality on for your Buzz Key.

Once enabled a new option will be viewable at both the Line Item and Campaign levels called Frequency Cap ID Type.The Frequency Cap ID Type dropdown contains the following options:

Customer ID Frequency Capping

For customers that have their own ID space that is passed within the bid request, Beeswax has the ability to frequency cap on the inbound user IDs. This use case is generally only available to exchanges or other media companies that can control the RTB input into Beeswax. In order to start frequency capping using a Customer ID, please ask your Account Manager (or reach out to support@beeswax.com) to turn this functionality on for your Buzz Key.

Once enabled, two new options for Frequency Cap ID Types will be available: Customer IDs and Customer IDs with Fallback.

Campaign and Line Item Caps

If setting a frequency cap at both Campaign and Line Item levels, the Frequency Cap ID Type will need to match on both objects. However, you are able to set different ID Types on different Line Items within a Campaign if a cap is not set at the campaign level. 

Summary of Frequency Cap Options

FCap User ID Type How it Works Use Cases
Standard This is the default option and uses the Beeswax web cookie OR the in-app device ID OR the Connected TV ID.  Generally covers most use cases.
IP Address This frequency caps on the IP address included in the bid request. Beeswax only frequency caps on full IP addresses. If an IP address in a bid request is truncated for any reason (e.g. specific exchanges, no GDPR consent) then it will lack the precision required, and that impression will not be bid on for line items/campaigns with this type of frequency cap applied.
  • Customers who use IP address based segment targeting. 
  • Connected TV buyers may find IP addresses to be more stable user ID than CTV IDs.
Standard with Fallback  This frequency caps on Beeswax cookie ID/device ID when present and falls back to IP address when the ID is not present. In mobile app, if device ID and IP address are not present, it falls back to using IDFV.
  • For campaigns that do not have segment targeting, this option will provide more scale since  some auctions do not have a cookie/device ID.If a Line Item is targeted to a Deal ID where the supply is premium and you wish to bid on supply with or without user ID.

  • As third-party cookies become less common, this may also be preferred by customers who want to ensure maximum scale. 
Customer ID or Customer ID with Fallback This uses the auction-provided customer ID when present and on an bid request, and falls back to the Standard option when customer ID is not present. In mobile app, if device ID and IP address are not present, it falls back to using IDFV. Customers who are buying-their-own-supply and have their own proprietary user ID.
Publisher Networks or alliances who have a unified ID across their network and can request their partner SSPs to send through their User ID in the bid request.

FAQs:

Q: Is there a fee associated with using the frequency capping on other IDs?
A: No

Q: For frequency capping, can I set a different Frequency Cap User ID type at the Campaign and Line Item level?
A: No, the Buzz UI and API validate against this. However, you could specify different Frequency Cap User ID types on different Line Items within a Campaign. 

Q: Aren't IP Addresses considered PII? How is Beeswax able to use them?
A: Under GDPR, IP Addresses are considered "Personal Data" on the same level of control as cookies or MAIDs. Our system's handling of requirements for GDPR and CCPA treats IP Addresses in a very comparable manner to cookies and will not utilize them when consent is not present (or an opt-out is received).

Q: For frequency capping on IP addresses, does Beeswax handle IP addresses of type ipv6? 
A: Yes. 

Q: Let’s say I have a frequency of 1 imp / day, I’m using the ‘standard with fallback’ method, and I serve one impression to cookie ID A who has IP address 1.1.1.1. Then, later on, I get a bid request with no cookie ID, and IP address 1.1.1.1. Does the system bid?
A: Yes, in that case, you would bid - we only count frequency on one ID at a time. In other words, the first impression was counted against the cookie ID without consideration for the IP, as the fallback is only used when the primary ID type is missing.

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