Twitter has added a new control option for marketers on its platform. The social media giant is making frequency capping available for all campaign types.

According to Twitter, “Marketers know one key component of campaign success is effective audience reach. That’s why we are introducing frequency caps for ads on Twitter globally. Whether it’s brand lift or offline sales impact, frequency caps allow advertisers to optimize campaigns to deliver efficient business outcomes through better control over impression delivery and audience reach over extended periods of time.”

Frequency capping allows marketers to limit their exposure to early-stage groups and up it once initial interest is established through conversion tracking tags on the website or internal metrics.

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