PointRoll, a wholly owned subsidiary of Gannett Co., Inc. (NYSE: GCI - News), enables advertisers, agencies and publishers to create engaging advertising that connects with consumers by creating an interactive online environment that generates conversion.
Powering more than 70% of all rich media campaigns online, PointRoll empowers clients to deliver and measure interactive advertising while pushing the creative envelope. We work with more than 800 advertisers and our technology is accepted by thousands of online publishers, including ESPN, MSN and AOL.
The PointRoll Ad Delivery Platform provides the ability to limit the number of times a user sees a particular ad in a specified period of time. This feature is applicable to any product that uses the AutoDisplay functionality. After the ad has been capped for a particular user, that user will receive the non-AutoDisplay version of the ad unit for the duration of that time period.
How It Works An ad unit can have frequency capping parameters defined which include the number of times a user should receive the unit, the period of time that cap has effect, and the scope of where the ad can be delivered within that cap. When the ad is about to be delivered, the cap parameters are evaluated for that user to determine whether the creative should be delivered at that time. When building a PointRoll unit that will be capped, the designer has to decide what users should be served if they receive a unit after they've been "capped". In many cases, additional versions of a PointRoll creative are designed for those users. If not, they will receive the default creative.
