In on-line ad delivery we utilize the <iframe> tag quite a lot. There are good reasons for serving ads in iframes. There are restrictions in communication between an iframe and its parent window when the two documents are served from different domains. This helps protect users as well as site publishers from malicious activity.
Iframes also provide advantages in the speed of delivery of an overall page. The parsing and display of an iframe’s content happens asynchronously to the rest of the parent window’s resources. This means that when an iframe is encountered during an initial page load it does not prevent the rest of the page from loading while the content of the iframe is loaded.
At AppNexus we’ve been developing some improved ad delivery mechanisms which leverage the advantages of iframes, in particular we’ve been leveraging the dynamic creation of iframes to serve ad content after some user…
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