Google Shifts from Blocking Ads to ‘Authorized Buyers’ Control
▼ Summary
– Google is replacing “Ad networks” with “Authorized Buyers” controls in AdSense and Ad Manager starting November 6 to increase publisher transparency and control.
– The update modernizes brand safety tools by focusing on authorized buyers like DSPs and trading desks in the current programmatic landscape.
– Publishers can now allow or block specific buyers and view detailed parent-child relationships between them on the new Authorized Buyers page.
– All new authorized buyers will be allowed by default as the automatic allowance for new Google-certified ad networks is being removed.
– Publishers gain a cleaner interface for managing bidders but must stay vigilant since new buyers are automatically permitted, impacting brand safety.
A significant shift is underway for publishers using Google’s advertising platforms. Google is overhauling its ad blocking controls within AdSense and Ad Manager, replacing the older “Ad networks” feature with a new system called “Authorized Buyers.” This transition, effective November 6, aims to provide website owners with greater clarity and command over the entities permitted to bid on their available ad space. The update aligns Google’s brand safety toolkit with the modern programmatic environment, moving the emphasis away from conventional ad networks toward a broader range of approved participants, including demand-side platforms (DSPs) and specialized trading desks that purchase inventory through Google’s systems.
The core of this change is the new Authorized Buyers page. This centralized hub gives publishers the ability to permit or prevent specific buyers from participating in auctions for their ad space. A notable enhancement is the visibility it offers into the often complex corporate structures, allowing publishers to see detailed parent-child relationships between different buying entities. To declutter the interface, the list will no longer display ad networks that are inactive, used solely for testing, or specific to Display & Video 360 (DV360).
A critical adjustment involves the default settings for new entrants. The previous control that allowed publishers to “Automatically allow new Google-certified ad networks” is being retired. Under the new framework, all new authorized buyers will be allowed by default. This means publishers must proactively manage their lists if they wish to block new participants. For those with existing blocks in place, Google has stated these restrictions will automatically transfer to the new system, requiring no immediate action from publishers.
The implications of this new Authorized Buyers system are substantial for anyone monetizing through Google. It fundamentally alters the management of inventory access, influencing which companies can bid, how their identities are presented, and the degree of control a publisher can exercise. These factors can have a direct effect on the potential reach of advertisements, the level of competition in auctions, and ultimately, the pricing dynamics within Google’s extensive programmatic marketplace.
The transition will follow a clear timeline. Before November 6, publishers can access the new Authorized Buyers page in a preview, view-only mode to familiarize themselves with the layout and information. After the November 6 deadline, this page becomes the fully operational and exclusive location for all management tasks related to ad buyers.
In essence, publishers are gaining a more streamlined and modern interface to control who bids on their digital real estate. However, the shift to a default-allow policy for new buyers means that staying vigilant will be key to maintaining brand safety. Publishers who wish to curate their advertising partners closely will need to actively monitor and manage their authorized list to ensure it aligns with their brand standards and revenue goals.
(Source: Search Engine Land)
