[marcin]

Frequency and time capping are actually a common sense in retargeting. Having said that, current tools are not great at it as it's hard to do proper cohort campaign/analysis. We're addressing it with both time and impression caps, as well as cookie lifetime. Retargeting people on leisure sites or in times when they're usually in 'downtime' mode can also be a problem, which is why precise insight into individual placements is necessary.