Settings: Frequency Capping, Consent, Placement, and Video

For the complete campaign setup process, refer to the Campaign Setup Guide.

Overview

The Settings step groups four delivery controls that fine-tune how and to whom your ads are shown. Frequency capping prevents ad fatigue, consent targeting aligns with privacy regulations, placement settings improve viewability, and video settings control ad format and position.

Not all settings apply to every campaign type. CTV and In-App campaigns disable frequency capping and placement controls because those concepts do not translate meaningfully to app and television environments. Video settings only appear for Video campaigns.

Frequency Capping

Frequency capping limits how many times the same user sees your ad within a given time period. It is one of the most important controls for campaign quality — without it, a single user can see your ad dozens of times per day, wasting budget and creating a negative brand experience.

Why Frequency Capping Matters

• Prevents ad fatigue — Users who see the same ad too many times start ignoring it, reducing click-through rates and brand perception over time
• Protects budget — Every impression shown to a user who has already converted or disengaged is budget that could reach a new prospect instead
• Improves campaign efficiency — By capping impressions per user, the algorithm is forced to find new users, broadening your reach within the same budget
• Reduces negative brand association — Overexposure can turn interest into annoyance. Frequency capping keeps your brand present without being intrusive

Available Settings

Both settings are configured using sliders. The daily cap resets each day; the lifetime cap accumulates across the flight.

Choosing the Right Frequency

Tip: If your line item is underdelivering, check whether the frequency cap is too restrictive before increasing the bid. A lifetime cap of 5 on a 30-day flight may exhaust your eligible audience early.

Campaign Type Availability

For CTV and In-App campaigns, frequency capping is not applicable. CTV inventory typically lacks persistent user identifiers for cross-session tracking, and in-app environments handle frequency differently through platform-level controls.

IAB Consent Targeting

These two settings control how your line item interacts with user privacy consent and user identification. They are always available, regardless of campaign type.

Target Only Addressable Users

When enabled, the bidder only bids when there is a user identifier present in the bid request. The user identifier can be a third-party cookie, a mobile device identifier (MAID), or a first-party ID. This setting filters out all anonymous traffic from your line item.

Targeting only addressable users is beneficial for:

• More precise targeting — A user identifier helps ensure that the person seeing your ad fits your targeting criteria. Without it, the platform cannot verify whether the user matches your audience segments.
• Retargeting — A user identifier is essential for reaching the same user across different sessions and devices. Without it, retargeting is not possible.
• Frequency capping — A user identifier is required to count how many times a specific user has seen your ad. Without it, frequency caps cannot be enforced reliably.
• More accurate reporting — A user identifier provides more accurate information in reports about attribution, conversions, and unique users.

When to turn this off: If reach is your primary objective and you want to bid on all available inventory — including anonymous users — disable this setting. This increases available impressions but reduces targeting precision and reporting accuracy.

Bid Only on Full Consent

When enabled, the platform only bids on traffic that comes with full IAB consent to use visitors' data and serve personalised ads in accordance with the GDPR Transparency and Consent Framework (TCF).

When on: The platform only bids on traffic where the user has explicitly granted IAB consent for data usage and personalised advertising. This is the strictest privacy-compliant option.

When off: The platform bids on all traffic. If a visitor has not given IAB consent, the platform does not use cookies for targeting or retargeting purposes — only when it is considered a "legitimate interest" under GDPR. Users who have not given consent are not retargeted. Turning this off means the line item may not always reach the intended target audience, because personalisation signals are unavailable for non-consenting users.

Important considerations:

• This setting only applies to traffic in the European Economic Area (EEA). It works the same regardless of environment or channel.
• The platform always follows user consent and is never in violation of GDPR regulations, regardless of this particular setting. The toggle controls how aggressively you filter for consent — not whether GDPR is respected.
• Enabling this setting reduces available inventory in the EEA, since a portion of users have not granted full consent. If your campaign targets European markets and reach is critical, keep this off and rely on the platform's default legitimate-interest handling.

Placement Settings

Placement settings control where on the page your ads appear. These are web-specific optimisations that improve viewability and reduce wasted impressions.

When to Use Placement Settings

• Target Above the Fold — Enable for brand campaigns where viewability is the primary KPI. Above-the-fold placements have significantly higher viewability rates (typically 60–70% vs 30–40% below the fold). The trade-off is reduced inventory — expect higher effective CPMs.
• Single Impression Visibility — Enable when ad fatigue is a concern on content-heavy sites. Some publishers serve multiple ad slots per page; this setting ensures your ad only fills one of them per page load.

Campaign Type Availability

Placement settings are disabled for CTV and In-App campaigns because these environments do not have web-page concepts like "fold" or multiple ad slots per view.

Video Settings (Video Campaigns Only)

Video settings are only visible when the campaign type is Video. They control which video ad formats and positions your line item bids on.

Video Types

Both types are selected by default. Deselect one if your creative is specifically designed for a particular format, or if performance data shows one format significantly outperforming the other.

In-Stream Ad Positions

When In-Stream is selected, you can further specify which positions within the video content your ad is eligible for:

All three positions are selected by default. Narrowing to pre-roll only is common for brand campaigns where completion rate is the primary KPI.

Quick Reference

Related Pages

• Insertion Order — Budget, flight dates, and pacing
• Optimisation — Pricing models and bidding strategy (next step)
• Campaign Setup Guide — Complete 10-step walkthrough