A: Most display ad platforms have controls that allow companies to cap users’ exposure on a per-day, per-hour or even per-minute level. Additionally, advertising delivery platforms and measurement solutions offer tools to allow companies to analyse their customer’s purchase behaviour. This is a great place to start as advertising fatigue can greatly depend on the vertical that you're in and the lifecycle of customers.
For example, a wireless carrier can go back and reference their audience and ad exposure data to see the history of a customer’s purchase cycle. They may discover a customer segment that upgrades their iPhone not every year, but every three years. It will be more effective to show the iPhone ads to this audience segment every three years instead of every year or entice them to upgrade a year early. On the other hand, if you’re a fast fashion retailer you will want to rotate your creatives often, but keep your frequency caps higher.
Companies can also use their advertising platforms to create suppression audiences from customers who have recently converted to ensure that they don’t see ads until the next product line is ready.