Google is overhauling its ad blocking controls in AdSense and Ad Manager, replacing the “Ad networks” option with a new “Authorized Buyers” control starting Nov. 6. This move seems designed to give publishers more transparency and control over who can bid on their inventory.
The change modernizes Google’s brand safety tools to reflect the current programmatic landscape, shifting focus from traditional ad networks to authorized buyers, including DSPs and trading desks that programmatically access Google Partner Inventory.
Driving the news. The new Authorized Buyers page lets publishers allow or block specific buyers from bidding on their inventory and view detailed parent–child relationships between buyers.
- Inactive or test ad networks and DV360 networks will no longer appear in the list.
- The “Automatically allow new Google-certified ad networks” control will be removed – all new authorized buyers will be allowed by default.
- Existing ad network blocks will carry over automatically, with no action required.
Why we care. The new Authorized Buyers system changes how access to Google’s ad inventory is managed – who gets to bid, how visibility works, and what level of control publishers have. This could directly impact ad reach, competition, and pricing in Google’s programmatic ecosystem.
Timeline:
- Before Nov 6: Publishers can preview the new page in view-only mode.
- After Nov 6: The Authorized Buyers page becomes fully functional; all management of ad buyers moves there.
Bottom line. Publishers get a cleaner interface to manage who bids on their inventory, but with new buyers allowed by default, staying vigilant will be key to maintaining brand safety.
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