SafeFrame is an IAB standard that allows for controlled interaction and measurement when third-party ads are served within publisher content. SafeFrame consists of an iframe (a ‘container’) on the web page that is managed by an API, a set of defined rules that allow the page content and the content within the iframe (the ad) to seamlessly interact.

Publishers place SafeFrame iframes on their web pages. When third-party ads are served into those iframes, the API rules ensure the publisher can still control their page layout, user experience and data privacy, while also allowing rich interactions between the page content and ad content and providing advertisers with the data required for campaign delivery and measurement.