Abstract: Techniques are provided for determining a frequency cap rule that will be applied to one or more content requests associated with one or more users. In one technique, a frequency cap rule is determined based on performance of one or more content delivery campaigns. Thus, the frequency cap rule that is applied to a content request related to a content delivery campaign may change over time. In another technique, multiple frequency cap rules are determined to be applicable to a particular content request and one or more criteria are used to select one of the frequency cap rules to apply.