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A comment on Unilever threatens to pull its ads from Facebook and Google over 'toxic content'. Parent comment

Re:Unilever threatens to pull its ads from Facebook and Goog... by ransom1538 on Monday February 12, 2018 @09:28PM (#16364283)
I am not sure the advertising party has a say. You give a budget, put your media in, and start the campaign. I don't believe the obvious feature exists: "Only play my ad once per user". It definitely wouldn't be a money maker for google. Every advertising party could use this feature to cheaply sweep through all the unique eye balls.
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Re:Unilever threatens to pull its ads from Facebook and Goog... by bcoates on Tuesday February 13, 2018 @02:20AM (#16365324)
At least Youtube and Facebook offer this feature. It's pretty standard. The problem is that a lot of their inventory is an inch wide and a mile deep.

The rule is roughly "narrow targeting, cheap impressions, reasonable frequency, pick any one". A shady ad agency (but I repeat myself) will never pick "reasonable frequency" because their advertisers aren't sophisticated enough to ask if their ad is being sent to one person 50 times in a day.

It only takes one buyer to not set the frequency control option to spam you with the same ad over and over -- everyone else is one-and-done.

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