‘SafeFrame’ is a term used for technology responsible for enhancing the delivery of ads on sites, protecting a site and its users from bad experiences caused by faulty ads. A lot of publishers complain about URLs being redirected, especially when it comes to mobile. Safe Frame testing is very useful, as ad sizes cannot be changed, and ad flexibility gets restricted.
Understanding SafeFrame and its Functionalities
SafeFrame is an API-enabled iFrame, that allows digital publishers to earn ad revenue without relinquishing control over web page layouts or losing out on data sharing. The IAB or the Interactive Advertising Bureau is all set to overhaul SafeFrame from 2022, hence this is a great time for digital publishers to get familiar with ad protocol. SafeFrame originated in 2013 when some volunteers from the world’s tech giants convened to solve the technical and logistical challenges of iFrame.
To understand how SafeFrame works it is imperative to understand iFrame. An HTML code that publishers insert into their web page code, the iFrame provides a fixed display window for 3rd-party content like videos or advertisements. Google Maps, YouTube, and Flickr use iFrames.
Using iFrame has both advantages and disadvantages
- It isolates and prevents ad code from interacting with page content.
- It prevents ad content from affecting the rest of the page’s functionality.
- It prevents ads from collecting sensitive user information.
- They have intractable dimensions, and prevent user interaction, and are not very flexible in advertising terms.
- Ad dimensions may be incorrectly displayed.
- Ads cannot dynamically interact with website visitors.
- Collecting and viewing performance data is impossible.
How Do You Overcome These Disadvantages?
What Is A SafeFrame and How Does It Work?
Thus, SafeFrame opens a unified path of communication between ad content and page content. iFrame creates containers around the ad’s content, the API allows interaction between the ad and web page content.
Benefits of SafeFrame for Publishers
SafeFrame isolates the webpage code from the ad code and helps publishers maintain greater control over page layout, also preventing interference from ads. API-enabled SafeFrame also allows publishers to decide what information buyers or third-party vendors can access.
Ad units with SafeFrame allow for rich interaction while disabling the page function from breaking due to the ad code. This can boost revenue while keeping down operational costs so you don’t have to outsource this to a developer team.
Ad slots with SafeFrame enabled to share information with ad content served on API-enabled iFrame. However, it is up to publishers to choose what they want to or don’t want to share. You can withhold sensitive user data like phone numbers or email addresses.
Enabling SafeFrame in Google Ad Manager
If you want to reduce the chances of malicious ads being served, activate SafeFrame within the Google Ad Manager. To enable SafeFrames in Google Ad Manager, the ad unit should have the Google Publisher Tag type enabled.
The four types of ad creatives on offer are
- System-defined templates
- User-Defined Templates.
For 1 and 3, you don’t have to make changes, as for the creatives, SafeFrames are on by default. If you don’t want it you can disable it by checking the box. For 2 and 4, you follow the same method, enabling/disabling the SafeFrame according to your needs.
The Future of SafeFrame
Ever since SafeFrame 1.1 was released in 2014, IAB Tech Lab didn’t release anything significant for a couple of years. SafeFrame 2.0 was launched for a 2-month public consultation, sometime in the middle of 2020. IAB has configured SafeFrame 2.0 to include programmatic ad support. While SafeFrame does execute post the header bidding process, wrappers might get shunned because of a lack of support in the programmatic advertising process. IAB is working with programmatic advertisers to bolster features that might be better compatible with SafeFrame.
In conclusion, SafeFrame is a big step ahead for digital publishers in terms of maximizing web page ad revenue. Publishers need to implement protocols themselves, and doing so can open up fresh revenue chances, bring down maintenance and operational costs, and hike website security. SafeFrame has benefits that can help digital publishers work better with the latest ad technology. For publishers, their primary concern is to ensure the best user experience for site visitors while ensuring that users interact with ads while keeping personal data secure. SafeFrame offers all the benefits and more in doing so. Read our blog on how to strike the balance between ads and user experience to ensure a smooth experience for users on your website.