Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Google’s Update to AdSense Brand Safety Controls
Google is replacing the “Ad networks” blocking control with a new “Authorized Buyers” blocking control in AdSense starting November 6, 2025. This update removes inactive and test ad networks from the control panel and enhances transparency with parent-child relationships of authorized buyers. Publishers will have improved control over which buyers can bid on their inventory, and new authorized buyers will be allowed by default. Users are encouraged to familiarize themselves with the new controls before the change.
Optimixed’s Overview: Enhanced Control and Transparency in AdSense Brand Safety Features
Key Changes to AdSense Blocking Controls
Google is evolving its brand safety tools within AdSense by replacing the traditional “Ad networks” blocking control with a more comprehensive “Authorized Buyers” blocking control. This change, effective from November 6, 2025, aims to streamline the way publishers manage programmatic ad buyers and improve inventory protection.
What the New Authorized Buyers Control Offers
- Focused Blocking: Excludes inactive ad networks, test ad networks, and Display & Video 360 (DV360) networks, concentrating only on active authorized buyers.
- Improved Visibility: Displays parent-child relationships between authorized buyers, providing publishers with better insights into who bids on their inventory.
- Default Settings: New authorized buyers will be allowed by default, replacing the older setting of “Automatically allow new Google-certified ad networks.”
Action Steps for Publishers
- Familiarize Early: A view-only version of the “Authorized Buyers” page is available for preview before the official roll-out.
- Adjust Settings Now: Publishers currently blocking new Google-certified ad networks should consider enabling automatic allowance ahead of the change.
- Preservation of Changes: Any blocking preferences set before the transition will be preserved and visible in the new control interface.
This update enhances brand safety by giving publishers more control and clearer insights into the authorized buyers accessing their ad inventory, ensuring a safer and more transparent advertising environment.
