Google AdSense Shifts to Authorized Buyers
▼ Summary
– Google is replacing the Ad Networks blocking control with a new Authorized Buyers control in AdSense, changing how you manage demand sources for your inventory.
– The transition starts on November 6, with existing blocks preserved and new authorized buyers enabled by default, while the option to automatically allow new Google-certified ad networks is removed.
– The Authorized Buyers list excludes inactive and test ad networks as well as DV360 networks, which are not managed within this new control.
– You can preview the view-only Authorized Buyers page before launch and manage permissions for specific buyers through Brand Safety settings after November 6.
– Management of authorized buyers moves from the Ad Review Center to the new control, though DV360 accounts continue to be handled separately in the Advertiser section.
A significant update is coming to Google AdSense that will alter how publishers manage the companies permitted to bid on their advertising space. The platform is replacing its existing Ad Networks blocking feature with a new system called Authorized Buyers. This transition officially begins on November 6, and while all current blocks will remain active, the default setting will shift to automatically allow new authorized buyers.
The core of this change involves the removal of the old Ad Networks blocking tool found within Brand Safety settings. In its place, a dedicated Authorized Buyers control is being introduced. This also means the previous option to “Automatically allow new Google-certified ad networks” is being retired. Under the new framework, newly authorized buyers are permitted by default unless you intervene. It’s important to note that the Authorized Buyers list filters out inactive and test ad networks, as well as those from Display & Video 360 (DV360). Google highlights that the new page provides better visibility into the hierarchical relationships between parent and child buyer entities, although DV360 accounts continue to be managed separately.
You can already preview the upcoming Authorized Buyers page in a view-only format. To find it, go to Brand Safety → Content → Blocking controls → Authorized Buyers in your AdSense account. The controls will become fully functional after November 6. Any adjustments you made to your Ad Networks list before the launch will be preserved and automatically transferred to the new Authorized Buyers section. Once the update is live, you will use the same navigation path to permit or block specific authorized buyers, with the ability to search or filter the list for precise management. Google offers a detailed support guide titled “Allow and block authorized buyers” to walk publishers through the new process.
Management of authorized buyers will no longer occur within the Ad Review Center. However, you can still allow or block individual Google ad accounts, including DV360 accounts, via the Advertiser section in the Ad Review Center, as these remain outside the scope of the new Authorized Buyers control.
Looking forward, this update means publishers who prefer a more restrictive setup must be proactive. Because the system now defaults to allowing new buyers, establishing a routine process to review and block unwanted entities is crucial for maintaining control. It is highly recommended to preview the new interface with your team to understand the layout. After the November 6 launch, schedule time to audit your existing blocks and check for any new entries. Remember to keep managing DV360 through your established Ad Review Center workflows, and take advantage of the enhanced parent-child view to understand how related buyers impact your auction competition and overall revenue.
(Source: Search Engine Journal)
