ORCH_PROTOCOL_03 // PROTOCOL_SPEC
Pacing + Frequency Guardrails
Control spend velocity and exposure limits so accounts receive coordinated influence without fatigue or budget waste.
Unchecked Frequency Kills Influence
When channels operate independently, exposure stacks uncontrollably. Buyers become fatigued by repetitive messaging, while budgets burn through impressions without generating incremental reach or pipeline movement.
CRITICAL FAILURE MODES
- ✕ Committees see the same proof-point message repeatedly across 4 platforms
- ✕ High-cost LinkedIn reach is cannibalized by cheap programmatic display impressions
- ✕ Frequency spikes too early, exhausting the audience before the buying window opens
Exposure Governance Logic
CONTROL INPUTS
Channel-Level Frequency Caps
Cross-Platform Audience Overlap %
Stage-Specific Exposure Targets
Target Account Spend Velocity
→
CONTROL OUTPUT
Coordinated Exposure Plan
Logic: [Stage Intensity Target] + [Platform Cap Limits] + [Overlap Control]
PLATFORM ON (DSP + LinkedIn Caps)
We enforce synchronized caps and mutual exclusions to balance exposure and ensure each channel delivers unique incremental value.
System Cap: Max 10 exposures/week across all active OS channels
PLATFORM OFF (Governance Spec)
We publish daily frequency rules and overlap thresholds for media partners to implement manually with mandatory weekly reporting.
Rule: Global overlap target < 35% between social and programmatic
Artifacts You Receive
- ✓Cross-Channel Frequency Cap Framework
- ✓Overlap Governance & Exclusion Rules
- ✓Real-Time Exposure Monitoring Dashboard
- ✓Creative Rotation & Fatigue Schedule
Implementation Steps
WK 1
Measure current baseline overlap and frequency across existing disconnected channels.
WK 2
Implement platform-level caps and pacing rules aligned to buyer stage intensity.
WK 3
Tune exposure targets based on engagement lift and incremental account reach.