When a page with Monumetric ad code loads, a bidding process takes place in the milliseconds the content begins to display. This process is known as Real-Time Bidding and uses a reader’s history, cookies, and other online information to profitably advertise on your website. Advertisers are cautious not to overspend on an audience that won’t be receptive to their campaigns and put in place frequency caps to ensure budgets are spent effectively.
Frequency caps allow advertisers to confidently bid on your site, knowing that they are not serving the same ads to the same person time after time. As the publisher of your site, you are likely to visit your site multiple times a day and will therefore hit the frequency caps set in place. When these frequency caps are hit, advertisers pass on the opportunity to fill an ad for your visit. If enough advertisers’ frequency caps have been met, you may see fewer ads successfully load.
Keep in mind that frequency caps are a user cap and not a website cap. Although you might not be seeing ads from reaching the frequency cap, your readers will still see ads as they have not yet reached the exposure limits in place.
TLDR;
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.