Google AdSense replaces ad networks control with authorized buyers

Google announced on October 6, 2025, that it will replace the existing ad networks blocking control in AdSense with a new "Authorized Buyers" system. The change takes effect on November 6, 2025, marking a shift in how publishers manage programmatic demand on their inventory.

The new authorized buyers control eliminates three categories from the previous system: inactive ad networks, test ad networks, and Display & Video 360 (DV360) networks. Publishers who currently block specific ad networks will see those preferences automatically transferred to the new system without requiring manual intervention. Existing blocked networks will remain blocked after the transition.

The modification also removes the "Automatically allow new Google-certified ad networks" toggle from the Brand safety settings. Going forward, all new authorized buyers will be allowed by default when they gain access to inventory. Publishers previously had the option to manually review and approve new networks before they could bid on available ad space.

Technical implementation details

Publishers can access a preview of the authorized buyers interface before the November 6 launch date. The navigation path requires signing into an AdSense account, clicking Brand safety, selecting Content, navigating to Blocking controls, and clicking Authorized Buyers. The preview version displays the new interface but does not allow publishers to modify settings until after the official launch.

The authorized buyers system provides enhanced visibility into parent-child relationships between different buying entities. Publishers will have more granular control over which entities can participate in auctions for their inventory. The new page includes search and filter functionality to locate specific authorized buyers within potentially long lists.

Changes made to ad network settings before November 6 will be preserved in the transition. Publishers can continue managing their ad network preferences through the existing Blocking controls > Ad networks path until the launch date. All modifications made during this period will appear under the new Blocking controls > Authorized Buyers section after migration.

Auction dynamics and revenue considerations

AdSense operates on an auction model where multiple buyers compete for available ad inventory. The system selects the highest-paying advertisement regardless of whether it originates from Google Ads or a certified ad network. When publishers block an authorized buyer, that entity cannot purchase inventory, though the inventory remains visible in their targeting tools. Attempted bids from blocked buyers will not execute.

The documentation cautions against blocking buyers based solely on revenue per thousand impressions (RPM). RPM represents estimated earnings for every 1,000 ad impressions. A buyer with a high RPM calculated from only 14 impressions may not maintain that performance level across 1,000 or 10,000 impressions. Impression values fluctuate significantly, making small sample sizes unreliable for revenue projections.

Blocking a buyer with a lower RPM can reduce overall revenue if that buyer typically wins auctions for less valuable impressions. The ad serving system attempts to maximize the value of every impression in an auction. Removing a low-RPM buyer might result in another buyer with an even lower bid winning the auction instead.

Industry context and publisher control

PPC Land has documented numerous changes to advertising platforms and publisher tools throughout 2025. The shift from ad networks to authorized buyers represents a broader trend toward standardizing programmatic buying terminology across the digital advertising ecosystem.

Authorized buyers include ad networks, trading desks, and demand-side platforms that have programmatic access to Google Partner Inventory. This inventory encompasses ad space from publishers using Google Ad Manager, AdMob, and AdSense within an ad exchange environment. The classification system provides more accurate categorization of the various entities bidding on publisher inventory.

Publishers retain the ability to manage Google ad accounts through the Ad review center after the transition. The advertiser section in the detail view allows blocking or allowing specific Google accounts, including DV360 accounts. However, publishers will no longer be able to manage authorized buyers directly from within the Ad review center interface.

The new system implements a one-hour delay between when publishers modify authorized buyer settings and when those changes take effect. This processing window allows the ad serving infrastructure to propagate the new rules across the network.

Migration timeline and publisher preparation

Between October 6 and November 6, publishers have access to both the existing ad networks control and a view-only preview of the authorized buyers system. The documentation recommends that publishers who currently have the "Automatically allow new Google-certified ad networks" control turned off consider enabling it before the transition to acclimate to the new default behavior.

During this period, any changes made through Blocking controls > Ad networks will automatically transfer to the new system. Publishers can modify network settings until the final day of the launch, with all preferences migrating to Blocking controls > Authorized Buyers.

After November 6, the authorized buyers page becomes fully functional for blocking and allowing buyers. Publishers access the active controls by navigating to Brand Safety > Content > Blocking controls > Authorized Buyers. A toggle switch next to each authorized buyer's name allows publishers to modify access permissions. The interface includes search functionality and filtering options to help publishers locate specific buyers.

The platform continues to show the highest paying advertisements to maximize publisher revenue. Whether ads originate from Google Ads or authorized buyers, the auction process remains identical. Blocking an authorized buyer prevents that entity from competing in auctions, potentially reducing competition and decreasing the final clearing price for ad inventory.

Significance for digital publishers

The transition matters for publishers because it changes how they manage access to their ad inventory. The removal of inactive and test networks streamlines the list of buyers, making it easier to identify active participants in auctions. Publishers gain clearer insight into which entities actually bid on their inventory versus those that merely have theoretical access.

The automatic allowance of new authorized buyers removes a manual approval step from the publisher workflow. Previously, publishers could require explicit approval before new networks could bid. The new system assumes publishers want maximum competition for their inventory by default, requiring active intervention to block specific buyers rather than active approval to allow them.

Changes to programmatic advertising controls affect how publishers optimize their monetization strategies. The emphasis on parent-child relationships between buyers helps publishers understand corporate structures within the demand-side ecosystem. Publishers can make more informed decisions about which entities to allow or block based on organizational relationships.

The one-hour implementation delay means publishers cannot make real-time adjustments to buyer access. Publishers who identify problematic buyers must wait for the system to process their blocking request. This lag time represents a tradeoff between system stability and publisher responsiveness.

The preservation of existing blocking preferences ensures publishers do not lose their carefully curated lists of blocked entities. Publishers who have spent time identifying underperforming or problematic buyers will not need to recreate those blocks in the new system.

Timeline

• October 6, 2025: Google announces the authorized buyers system replacement
• October 6 – November 6, 2025: Publishers can access view-only preview of authorized buyers interface
• November 6, 2025: Authorized buyers system goes live, replacing ad networks blocking control
• November 6, 2025: "Automatically allow new Google-certified ad networks" control removed from settings
• November 6, 2025: All new authorized buyers will be allowed by default going forward
• July 23, 2025: Google deprecated "Significant Skin Exposure" category in blocking controls
• June 30, 2025: Google expanded privacy controls to eight additional US states
• June 24, 2025: Google announced Restricted Access Features for AdSense Search
• May 15, 2025: Google deprecated "Video Games (Casual & Online)" category

Summary

Who: Google AdSense publishers using the Brand safety blocking controls to manage which buyers can bid on their ad inventory.

What: Replacement of the ad networks blocking control with an authorized buyers system that excludes inactive networks, test networks, and DV360 networks while removing the automatic approval toggle for new buyers.

When: The change was announced on October 6, 2025, and takes effect on November 6, 2025.

Where: The changes affect the Brand safety section of Google AdSense accounts, specifically within the Blocking controls area accessible through Content settings.

Why: The modification streamlines the buyer management interface by removing inactive entities and provides publishers with enhanced visibility into parent-child relationships between authorized buyers while standardizing how new buyers gain access to publisher inventory.