Myth: no frequency cap means maximum reach and efficiency.

Myth: no frequency cap means maximum reach and efficiency.
No — uncapped native quietly torches budget. A DTC brand ran native with no frequency cap, assuming the platform balanced exposure. A log audit said otherwise.

14% of their impressions hit users who'd already seen the ad 12+ times — and converted at a third of the rate of first-and-second exposures. That sliver of over-served users ate 19% of spend for almost no return.

They set a cap of 5 per user per week. Reach dropped only 4% (the heavy-frequency users were a tiny audience seen many times). Cost-per-sale fell 21%.

"More exposure" is not "more reach" — it's the same tired people, billed again. Have you checked how much of your budget is just nagging the already-converted?