When a user is shown an ad multiple times over a short period, that user can begin to ignore the ad, reaching the point where they don’t even see it anymore. Or they can see it often enough that they’re simply annoyed by it. This is referred to as overexposure or ad burnout. Frequency caps helps you prevent overexposure by limiting how often a user is shown a creative. For example, you might decide that after a user has seen you retargeting ad more than ten times in a single day, it’s not worth showing that creative to that user again that day.