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IAB Releases New Impression Metrics

27 Mar, 2013 By: Doug McPherson

NEW YORK – The Interactive Advertising Bureau (IAB) has released new specs to support digital ad impressions through viewable measurements. Dubbed SafeFrame 1.0, the initiative replaces older iFrames and moves the industry into the next phase of ad metrics.

Analysts say iFrames made it difficult to measure viewable impressions, so the new standards strengthen digital media evaluations and promote cross-platform comparisons.

The IAB says SafeFrame can calculate the length of time the SafeFrame remains in view. The metrics apply when the ad is in a static state or in expanded mode, and used to determine viewable impressions based on predetermined criteria.

Beyond viewability measurement, SafeFrame 1.0 offers other key benefits, including:

  • Standardized Advertiser Layouts – Advertising technology providers may standardize their ad code so that it can run on any publisher network that adheres to the SafeFrame API, reducing operational costs.
  • Secure Data Collection – Without compromising page/user security, SafeFrame enables controlled rich media interactions and data collection, while eliminating the need for publisher-side files.
  • Programmatic Trading of Rich Media – For the first time, ad networks and exchanges employing SafeFrame will be able to programmatically trade expanding rich media ad units, opening up new revenue streams for publishers while extending brand reach for advertisers.

Along with SafeFrame 1.0, IAB is also releasing an open source reference implementation (actual working reference code) of the spec that will help companies adopt the new technology, reducing time to market and associated development costs.

To download a complete copy of the SafeFrame 1.0 specification, go to, and to gain access to the SafeFrame reference implementation, please visit

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