Household Frequency Capping on CTV Risks Underserving Individuals

Dan Meier 30 October, 2023 

Frequency capping is being aggressively implemented in TV, says Zach Belmont, Data & Programmatic Director at Paramount, as buyers seek to avoid overexposing viewers to a campaign. But Belmont argues that the practice of applying a frequency cap to a unique IP address, as one would in display or mobile video, doesn’t necessarily translate to CTV environments.

In this video interview, Belmont explains the risk of limiting a campaign’s reach among CTV households, the ongoing challenge of total video measurement, and the next wave of fragmentation in the streaming market. Filmed at TV Rise 2023 in Florence.


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