Comments on: Irrational advertising exuberance and the pyramid of ad dollars http://andrewchenblog.com/2006/10/03/irrational-advertising-exuberance-and-the-pyramid-of-ad-dollars/ Essays on viral marketing, freemium, and social gaming Sun, 07 Mar 2010 15:07:14 -0700 http://wordpress.org/?v=2.9.2 hourly 1 By: Darren Herman http://andrewchenblog.com/2006/10/03/irrational-advertising-exuberance-and-the-pyramid-of-ad-dollars/comment-page-1/#comment-876 Darren Herman Thu, 15 Mar 2007 15:44:50 +0000 http://andrewchenblog.com/2006/10/03/irrational-advertising-exuberance-and-the-pyramid-of-ad-dollars/#comment-876 <p>What people do not take into account is frequency capping. If a site does 100MM pageviews, that's great, but many advertisers will want to frequency cap after 7 or 13 impressions per unique.</p> <p>So, I'd argue that you need to take unique users and multiply that against a frequency cap to get your monetizable impressions.</p> What people do not take into account is frequency capping. If a site does 100MM pageviews, that’s great, but many advertisers will want to frequency cap after 7 or 13 impressions per unique.

So, I’d argue that you need to take unique users and multiply that against a frequency cap to get your monetizable impressions.

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