# Frequency cap

A rule limiting repeated ad exposure for a defined audience unit and time window.

A rule limiting repeated ad exposure for a defined audience unit and time window.

## An example

A buyer sets a limit of three impressions per eligible device in a day.

## Why it matters

Cross-device identity limits can make a person-level cap imperfect. State which identifier the rule uses.


## Related terms
- [Conversion rate](https://jolts.xyz/resources/glossary/conversion-rate)
- [Impression](https://jolts.xyz/resources/glossary/impression)
- [Viewable impression](https://jolts.xyz/resources/glossary/viewable-impression)
## Related articles
- [The sponsored card that arrived one turn late](https://jolts.xyz/blog/the-card-that-arrived-one-turn-late)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).