One of the many evolutions the online ad industry has made to stop redirecting ads and bad actors from accessing your site’s ad inventory is the ability to run tags within iframes. In the past, this attempt did not work because iframes created an environment too restrictive for the bidding process to be successful.
With recent advancements in header bidding technology, an iframe known as SafeFrame is now able to support the real-time bidding process of loading ads on a webpage. The technical definition from the International Advertising Bureau is as follows:
SafeFrame is a managed API-enabled iframe that opens a line of communication between the publisher page and the iframe-contained ad creative. While an iframe restricts any activity between the ad and the page, the communication protocol available with SafeFrame enables rich interaction without risking page security.