Google Bans iFrames for AdSense, Though Says It Will Grant Exceptions

Google has tweaked its policies for placing AdSense ads to curb abuse, going so far as to forbid the placement of its code in iFrames. Though the company acknowledges there are some valid uses of iFrames, it will require publishers using them to be explicitly granted an exception by Google. The policy change is likely to raise the ire of publishers, unless Google is liberal and efficient at granting exceptions.

Example of a partially-obscured iFramed ad.

Publishers occasionally place AdSense or other ads in an iFrame, often to isolate them from the remainder of the page load so content appears more quickly. (Google changed its AdSense code in mid-March to speed loads when ads were placed directly on the page.)

The new policies read:

AdSense code may not be altered, nor may the standard behavior, targeting or delivery of ads be manipulated in any way that is not explicitly permitted by Google. This includes but is not limited to the following: clicking Google ads may not result in a new browser window being launched, nor may Google ads be placed in an IFRAME.

Google cites as problems instances where improper iFraming results in part of the ad being obscured, and mentions cross-domain framing abuse, where an ad from one domain is displayed in another, sometimes without the original domain owner’s knowledge or permission. The company notes that improper iFraming can result in an ad being double served, or in accidental clicks. Google’s policies state that they can disable the account of anyone violating its policies.

About The Author

Pamela Parker

Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.