Overview
SafeFrame is a managed API-enabled iframe which allows for communication between the publisher page content and ads contained in an iframe.
An iframe works like a HTML page embedded in the publisher page which is isolated from the publisher page content: the ad content cannot expand, interact dynamically with site visitors or collect any data to determine ad effectiveness.
Ad delivery in iframes protects the publisher against malicious ads but limits ad capabilities and decreases inventory value. The drawbacks of iframes can be resolved with SafeFrame: it opens a line of communication between the web page code and the ad content in a controlled and transparent way.
IAB SafeFrame specification
Click
here to access the IAB's SafeFrame specification.
Benefits
The benefits of SafeFrame include:
- Consumer protection – the publisher can control what information to share in order to protect sensitive consumer information (e-mail addresses, names etc.);
- Publisher control – due to the separation between the publisher website code and the ad code, publishers can control the page layout and limit interference from ads; at the same time, publishers can allow rich interaction and limited data collection;
- Standardized ad layouts – advertising technology providers can reduce operational costs by standardizing their rich media ad code to run it on any publisher network that complies with the SafeFrame specification;
- Viewability – SafeFrame provides mechanisms to support the ability to measure if an impression is viewable or not.
SafeFrame rendering parameter in creative templates
To ensure ad delivery in a SafeFrame, enable the
Render in SafeFrame parameter, which is available in many of Equativ's official creative templates.
For more details about creative templates, refer to these resources:
SafeFrame rendering in header bidding integrations
Read section "SafeFrame ad delivery" in the
Managed Holistic+ article.
