Retargeting capping refers to the practice of setting a limit on the number of times an individual is shown a retargeted advertisement. This technique is used in online advertising to prevent overexposure and annoyance to potential customers, while still effectively reaching them with targeted ads. By setting a cap on the frequency of retargeted ads, businesses can ensure that their marketing efforts are not perceived as intrusive or spammy, while also optimizing their budget and resources. Retargeting capping allows for a more strategic and controlled approach to retargeting, ultimately leading to a better user experience and higher conversion rates.