Heard: source-side frequency cap vs your own cap
Frequency cap decides how many times one user eats your pop.
— Trusting the source's cap is convenient and usually a lie — many count per-creative or per-day-loosely, so the same user sees you 6x and your conversion-per-unique craters.
— Your own cap (cookie + IP+UA hash at the redirect) is enforceable and lets you cap by VALUE — 1/session on cold GEOs, 3/day on a GEO that re-converts.
Our read: never outsource the cap on CPM pop. The shaving you can't see is almost always frequency you didn't set. Pull frequency distribution monthly, not just totals.
— confidence: medium
Pop Wire
@pop_wire