A frequency cap is a feature that limits the number of times your display or video ads appear to the same user.
Frequency is the number of times a user sees ads for your campaign over a given time period. Frequency capping works differently on display campaigns and video campaigns.
For Display campaigns:
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When you set the frequency cap for a display campaign, you manage the number of impressions that will be served to an individual user per campaign each day, week, or month.
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You can set a frequency cap to manage the number of impressions on the ad group level within the DSP.
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Third-party cookies are used by default, but if those are not available, then first-party cookies are used to approximate impressions.
For Video campaigns:
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When you set the frequency cap for a video campaign, you set a limit for the number of impressions and/or views that will be served to an individual user per campaign each day, week, or month. Frequency caps for Video campaigns can be set on the ad group level within the DSP.