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# Ad frequency capping fails despite mature retail data tools, eMarketer finds
- URL: https://fabric-media.ghost.io/ad-frequency-capping-fails-despite-mature-retail-data-tools-emarketer-finds/
- Published: 2026-08-24T22:42:16.000Z
- Updated: 2026-08-27T00:47:19.000Z
- Description: Colgate-Palmolive’s Keith Lehmann says the tech to stop retargeting past buyers already exists, but campaign volume and disconnected data cause repeat ads anyway. One pharma brand hit him with 24-25 ads in a single session.
- Author: Fabric.Media Editorial
- Tags: Retail-media

**Why it matters.** Retailers who share how their recommendation and ad tech actually works give brand partners a real edge in fixing wasted spend, leaving those who don’t guessing.

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=fabric-media.ghost.io) *·* [*read the original*](https://www.emarketer.com/content/why-shopping-still-feels-disconnected--what-brands-do-about-it?ref=fabric-media.ghost.io)*.*