TL;DR Summary of Google AdSense Removing Additional Ad Technology Vendors Opt-Out Control
Google is removing the additional ad technology vendors opt-out control from AdSense by July 7th. This control, once used by publishers to block third-party vendors, is now deemed obsolete. Publishers should manage ad technology consent through their consent management platforms (CMPs) instead. No direct action is required from AdSense publishers at this time.
Optimixed’s Overview: Google Streamlines AdSense Controls by Phasing Out Obsolete Vendor Blocking Option
What’s Changing?
Google has announced the removal of the Additional ad technology vendors opt-out control from the AdSense Blocking controls starting July 7th. This feature allowed publishers to block certain third-party ad technology vendors from buying their ad spaces.
Why Is Google Removing This Control?
- Google states the control has become obsolete and no longer offers meaningful privacy or brand safety benefits to publishers.
- The control was marked as “Deprecated” earlier this week, signaling its upcoming removal.
What Should Publishers Do?
- No immediate action is required from publishers using AdSense.
- To manage ad technology vendors, especially in regions with regulatory requirements, publishers should rely on their Consent Management Platforms (CMPs) to collect and manage user consent.
This update aligns with Google’s ongoing efforts to simplify ad management and enhance privacy compliance for publishers.
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read original article.
