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AdExchanger: Forced Redirect Ads Cost Publishers Money, But So Does Blocking Them

Gabriel Dewitt presenting

Publishers and ad tech vendors can restrict how ad creative behaves via sandboxing or SafeFrames, an IAB-developed form of sandboxing that sets rules for an ad’s behaviour.

Sandboxing “puts ads inside a protective container so they can’t misbehave on a publisher page,” explained Gabriel DeWitt, VP of product and tech ops at Index Exchange.

The technology operates on a continuum. Depending on how the code is written, sandboxing can restrict an ad’s behaviour a lot or just a little.

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