Ever settle in to binge your favorite show, only to get hit with the same ad so many times you could recite it in your sleep?
Yeah. Us too.
It’s not a glitch. It’s not an accident. It’s how the system is built. And it’s time you knew why.
How Streaming Ads Are Supposed to Work
Streaming ads run through tech platforms called DSPs (Demand Side Platforms). These platforms are the middlemen between advertisers and your screen, and they have a feature called frequency caps—a safeguard meant to stop ads from playing back-to-back.
Sounds great in theory. But in practice? It’s a mess.
Why Frequency Caps Don’t Actually Work
Here’s the problem:
- When you start a show, streaming platforms release all the ad slots for that program at once.
- DSPs buy those slots in advance, sometimes even purchasing back-to-back spots before the show starts.
- By the time the ads play, the frequency cap is useless…the system already locked in your fate.
That’s how you end up watching the same ad 12 times in one episode of your favorite crime drama.
So… Why Don’t DSPs Fix This?
Quick answer? They don’t have to.
Most advertisers and CMOs don’t even realize this is happening. That’s because DSPs report something called ‘average frequency’ over an entire month—not per show, not per session.
So even if an ad bombards you during one episode, it disappears into the averages. Advertisers see the numbers and think, “Looks fine to us.”
Meanwhile, you’re sitting there, watching another ad about life insurance when you don’t even have a house.
Corporate Greed or Just Bad Tech?
Both.
DSPs make money selling ad slots, whether those slots run back-to-back or not doesn’t impact their bottom line. Since advertisers aren’t complaining (because they don’t see the real data), there’s no real pressure to change.
The result?
- A frustrating user experience.
- Advertisers unknowingly wasting budget.
- DSPs cashing in on inefficiency.
What Can You Do About It?
Honestly? Not much. But knowledge is power. The next time someone asks why they keep seeing the same annoying ad, you’ll have the answer.
And if you’re an advertiser who’s tired of throwing money at broken systems? It’s time to demand better.
At adduro.io, we don’t just run ads. We fix what’s broken in programmatic advertising. Want smarter, better CTV campaigns that actually work? Let’s talk.
