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IAS-Neuro-Insight study finds ad frequency cap of three lifts CTV brand impact

IAS and Neuro-Insight measured brain activity across 137 viewers watching CTV ads matched or mismatched to show tone and context, and repeated up to four times, to gauge frequency’s effect on brand impact.

Why it matters. Buyers who cap CTV frequency at three views and match tonal context can cut waste while publishers see stronger ad-break yield.

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