What is an iFrame?

An iFrame, or inline frame, is an HTML element that enables a publisher to embed content from another source into a page on their website. iFrames act as windows to other sources, enabling publishers to provide users with additional information from elsewhere while keeping them on their platform, and are widely used in digital advertising.

What is the purpose of an iFrame?

The purpose of an iFrame is to allow external content to be embedded in a page without disrupting the design, structure, or layout of the page itself. iFrames keep their contents isolated from the code of the host page, which ensures that changes to that embedded content do not impact the functionality of the publisher’s own platform. This is highly useful in digital advertising as it enables publishers to optimize their ad inventory and maintain a high-quality UX on their platform.

What are common use cases for iFrames?

There are a wide variety of applications for iFrames. The following are some of the most common uses:

• Digital advertisements: iFrames are often used by publishers to display ads, such as banners and videos, from a variety of different ad networks. Doing so aids ad management, rotation, and tracking while also allowing publishers to keep control of site layout and minimize security risks. 
• Contextual information: Websites commonly utilize iFrames to include additional information on their pages. Typical examples include social media posts, multimedia content, and maps that give users useful contextual information that is relevant to a page’s main content.
• Third-party applications: iFrames are widely used to embed third-party applications into web pages, letting visitors use additional services without leaving a publisher’s site. Common examples include booking forms, surveys, and payment gateways.
• Analytics: Publishers can use iFrames to incorporate analytics and tracking features into web pages. This enables the monitoring of user activity and behavior on the page so that the publisher can gain insight into user engagement.

What are the main advantages of iFrames?

There are numerous reasons why iFrames can be beneficial, including the following:

• Improved security: Third-party content often comes with some level of cyber risk. iFrames help to mitigate these risks by creating a buffer between the publisher’s site and the third-party content.

• Flexibility of ad displays: Using iFrames allows publishers to incorporate a wide array of different ad types into web pages without affecting foundational code. This makes it easier to make changes to the types of ads on display.

Personalization: The dynamic nature of iFrames means that publishers can use them to easily change ads from one site user to the next. This allows for greater personalization of messaging, which can help to boost engagement and revenue.