There are times that you will visit your site and not see any ads loading. This is entirely normal and even expected when viewing your own site.
When a reader is on your site, there is a bidding process that takes place. Our job is to optimize that bidding process to ensure the best return for the ads served on your site. One way that we do this is by setting frequency caps. Frequency caps allow advertisers to confidently bid on your site, knowing that they are not serving the same ads to the same person (or fraudulent bot) time after time. As the publisher of your site, you are likely to visit your site quite often and therefore hit the frequency caps we have in place. Keep in mind that although you might not be seeing ads, your readers are, as they have not reached the limits we have in place.
Another reason that you might not be seeing ads is that the bid did not come back high enough. Again, our job is to optimize your site and one of the ways we do that is to set minimum bids that we will accept on your site. This sets a high standard for advertisers and results in better quality and higher-yielding ads. However, there are times when an auction meets those minimum requirements, so the ads are not served. This happens to every single site out there that sets these quality and revenue standards for ads.
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It is normal not to see ads loading on your site, due to frequency caps. Frequency capping as a programmatic tactic is beneficial to both the reader and the advertiser. It can help to provide a better user experience, which allows to set an industry standard and push advertisers to get the most from their ad impressions.