Google is rolling out a major update to its ad management system, giving publishers more transparency and control over programmatic buyers. Starting November 6, the current “Ad networks” blocking feature in AdSense and Ad Manager will be replaced by a new “Authorized Buyers” control.
This change reflects Google’s move to modernize its brand safety and ad inventory systems to better align with today’s programmatic advertising landscape. Rather than focusing on traditional ad networks, publishers will now be able to monitor and manage Authorized Buyers, such as DSPs and trading desks accessing Google Partner Inventory.
What’s Changing
- The new Authorized Buyers page allows publishers to block or allow specific buyers and view detailed relationships between parent and child buyers.
- Inactive or test networks will be removed from the interface.
- The “Automatically allow new Google-certified ad networks” setting will be discontinued—new buyers will be allowed by default.
- Existing blocks will carry over automatically, requiring no action from publishers.
Why It Matters
This update gives publishers a streamlined interface and more granular control over who bids on their inventory. However, with new buyers being automatically approved, publishers must remain proactive about maintaining brand safety and ensuring ad quality.
Timeline
- Before November 6: The new page is available in preview mode.
- After November 6: Full functionality goes live; all buyer management transitions to the new system.
Google’s new Authorized Buyers control is designed to enhance transparency, simplify ad management, and align with the evolving programmatic ecosystem.
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