Google AdSense’s Big Shake-Up: Everything You Need to Know About the New Authorized Buyers Controls

Hey there, fellow publisher! If you’re like me, you’ve probably spent countless hours fine-tuning your AdSense settings to maximize revenue while maintaining control over who gets to display ads on your website. Well, buckle up, because Google is about to change the game again, and you’ll want to be prepared.

Top 3 Google Resources on This Topic

Before we dive deep, let me point you to the most authoritative sources on this subject:

1. Google’s Official Support Page: Introducing “Authorized Buyers” — a replacement for the “Ad networks” blocking control
2. Search Engine Land Analysis: Google replaces ‘Ad networks’ blocking with new ‘Authorized Buyers’ control
3. PPC Land Technical Breakdown: Google AdSense replaces ad networks control with authorized buyers

The Big Announcement: What’s Actually Happening?

On October 6, 2025, Google dropped a bombshell that’s going to change how we manage our ad inventory. Starting November 6, 2025, they’re removing the familiar “Ad networks” blocking control from Brand safety and replacing it with a shiny new “Authorized Buyers” blocking control.

“Change is the law of life, and those who look only to the past or present are certain to miss the future.” – John F. Kennedy

This isn’t just a simple name change, folks. It’s a fundamental shift in how Google thinks about programmatic advertising and how we, as publishers, interact with it. Let’s break down what this means for you and your bottom line.

What’s Changing? The Nitty-Gritty Details

Out With the Old: Ad Networks Blocking Control

For years, we’ve been using the Ad networks blocking control to decide which ad networks could bid on our inventory. It’s been a trusty tool in our publisher toolkit, allowing us to block networks that weren’t performing well or didn’t align with our brand values.

But here’s the thing: the digital advertising landscape has evolved dramatically since this system was first introduced. What started as a simple list of ad networks has grown into a complex ecosystem of demand-side platforms (DSPs), trading desks, and other programmatic buyers.

In With the New: Authorized Buyers Blocking Control

The new Authorized Buyers blocking control is Google’s answer to this evolution. It’s designed to give us better visibility into who’s actually bidding on our inventory and more control over the process.

Key features of the new system include:

• Cleaner Interface: No more inactive ad networks cluttering up your list
• Better Visibility: You’ll see parent-child relationships between buyers
• Streamlined Management: Easier to find and manage specific buyers
• Default Allowance: New authorized buyers will be allowed by default (more on this later)

“The only way to make sense out of change is to plunge into it, move with it, and join the dance.” – Alan Watts

What’s Staying the Same? The Good News

Before you panic about having to reconfigure everything from scratch, here’s some relief: your existing blocked ad networks won’t change. That’s right—all those carefully curated blocks you’ve set up over the years will automatically transfer to the new system. No action needed from you!

This is actually pretty brilliant when you think about it. Google recognizes that you’ve put time and effort into fine-tuning your settings, and they’re not about to throw that away.

What’s Disappearing? The Not-So-Good News

As with any major update, there are a few things we’ll be losing:

1. Inactive Ad Networks

The new system won’t include any inactive ad networks. This makes sense when you think about it—why clutter your interface with networks that aren’t actively bidding on your inventory?

2. Test Ad Networks

Those test networks that Google uses for experimentation? They’re getting the boot too. Again, this is probably for the best—they were never really meant for publisher management anyway.

3. Display & Video 360 (DV360) Networks

This one might sting a bit for some publishers. DV360 networks will no longer appear in your blocking controls. But don’t worry—you’ll still be able to manage DV360 accounts through the Ad Review Center.

4. “Automatically Allow New Google-Certified Ad Networks” Control

This is perhaps the most significant change. The toggle that allowed you to automatically allow (or not allow) new Google-certified ad networks is being removed. Going forward, new Authorized Buyers will be allowed by default.

“Progress is impossible without change, and those who cannot change their minds cannot change anything.” – George Bernard Shaw

The Timeline: What Happens When?

Google has laid out a clear timeline for this transition, and understanding it is crucial to making the most of these changes.

Before the Launch (Now Until November 6, 2025)

During this period, you have some unique opportunities to prepare:

• Preview the New Interface: You can access a view-only version of the Authorized Buyers page to familiarize yourself with it. Here’s how:

  1. Sign in to your AdSense account
  2. Click Brand safety
  3. Click Content
  4. Click Blocking controls
  5. Click Authorized Buyers

  Note: You won’t be able to use the controls until after the launch, but you can see what’s coming.

• Adjust Your Settings: If you currently have the “Automatically allow new Google-certified ad networks” control turned off, Google suggests you might want to turn it on now to get used to the upcoming change.

• Make Final Adjustments: You’ll still be able to change the status of ad networks within Blocking controls > Ad networks. Any changes you make until the final day of the launch will be preserved and visible under Brand Safety > Content > Blocking controls > Authorized Buyers.

After the Launch (Starting November 6, 2025)

Once the launch happens, here’s what you can expect:

• New Interface Goes Live: The new Authorized Buyers page becomes active and you can use it to allow and block Authorized Buyers.

• Default Allowance: All new Authorized Buyers will now be allowed by default.

• Continued DV360 Management: You can continue to allow and block Google ad accounts from the Advertiser section in the detail view in your Ad Review Center. This also includes DV360 accounts.

• Centralized Management: You’ll no longer be able to manage Authorized Buyers from within the Ad Review Center—all management will happen through the new Brand Safety > Content > Blocking controls > Authorized Buyers path.

“The secret of change is to focus all of your energy not on fighting the old, but on building the new.” – Socrates

How to Use the New Authorized Buyers Page

Let’s walk through how you’ll use the new interface once it’s live:

1. Sign in to your AdSense account
2. Click Brand safety
3. Click Content
4. Click Blocking controls
5. Click Authorized Buyers
6. In the list of Authorized Buyers, use the control to allow or block an Authorized Buyer

Tip: Use the search and/or filter to find a specific Authorized Buyer.

The interface is designed to be more intuitive than the old system, with better visibility into parent-child relationships between buyers. This means you’ll be able to see when one buyer is owned by or related to another, giving you more context for your blocking decisions.

Understanding Authorized Buyers: Who Are They Anyway?

You might be wondering, “What exactly is an Authorized Buyer?” Great question!

Authorized Buyers are entities that have programmatic access to “Google Partner Inventory,” which includes trusted ad inventory from publishers and developers who use Google Ad Manager, AdMob, and AdSense in an ad exchange environment.

The most common types of Authorized Buyers include:

• Ad Networks: Companies that connect advertisers with publishers
• Trading Desks: Specialized teams that manage programmatic ad buying
• Demand-Side Platforms (DSPs): Technology platforms that allow advertisers to buy ad impressions programmatically

These are the folks who are bidding on your ad inventory in real-time auctions, and the new system gives you better visibility and control over them.

The Impact on Your Revenue: What You Need to Know

Let’s talk about what really matters—how these changes might affect your bottom line.

The Auction Dynamic

AdSense operates on an auction model where multiple buyers compete for your available ad inventory. The system selects the highest-paying advertisement regardless of whether it comes from Google Ads or a certified ad network.

When you block an Authorized Buyer, that entity cannot purchase your inventory, though your inventory remains visible in their targeting tools. Any attempted bids from blocked buyers simply won’t execute.

The RPM Trap

Here’s something crucial to understand: you shouldn’t block buyers based solely on Revenue per Mille (RPM).

RPM represents your estimated earnings for every 1,000 ad impressions. A buyer with a high RPM calculated from only 14 impressions might not maintain that performance level across 1,000 or 10,000 impressions. Impression values fluctuate significantly, making small sample sizes unreliable for revenue projections.

In fact, blocking a buyer with a lower RPM could actually reduce your overall revenue if that buyer typically wins auctions for less valuable impressions. The ad serving system is designed 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.

Table: Understanding RPM and Blocking Decisions

“The art is not in making money, but in keeping it.” – Proverb

The Bigger Picture: Why Is Google Making These Changes?

These updates aren’t happening in a vacuum. They’re part of a broader evolution in the digital advertising landscape. Let’s look at the bigger picture.

Standardization Across Platforms

Google has been working to standardize terminology and processes across its advertising products. The shift from “ad networks” to “Authorized Buyers” reflects this effort, creating consistency between AdSense, Ad Manager, and other Google advertising platforms.

Transparency and Control

Publishers have been asking for more transparency into who’s bidding on their inventory and more control over the process. The new Authorized Buyers system directly addresses these concerns by providing better visibility into parent-child relationships and a cleaner interface for management.

Simplification

Let’s face it—the old system was getting cluttered with inactive networks, test networks, and other entities that weren’t really relevant to day-to-day publisher decisions. By cleaning house, Google is making the system more manageable and focused on what actually matters.

Table: Old vs. New System Comparison

Preparing for the Change: Your Action Plan

Now that you understand what’s happening and why, let’s talk about how to prepare. Here’s your step-by-step action plan:

1. Familiarize Yourself with the New Interface

Between now and November 6, 2025, take some time to explore the view-only version of the Authorized Buyers page. This will help you get comfortable with the new layout and features before they become active.

2. Review Your Current Blocking Strategy

Look at your current list of blocked ad networks. Are there any that you might want to unblock? Are there any you’ve been meaning to block but haven’t gotten around to? Now’s the time to make those adjustments.

3. Consider Turning On Auto-Allow (If It’s Off)

If you currently have the “Automatically allow new Google-certified ad networks” control turned off, consider turning it on now. This will help you get used to the upcoming default behavior where new Authorized Buyers are allowed by default.

4. Document Your Current Settings

Take screenshots or make notes about your current blocking settings. While Google says your preferences will transfer automatically, it’s always good to have a backup in case something goes wrong during the transition.

5. Plan Your Post-Launch Strategy

Think about how you’ll approach the new system once it’s live. Will you be more selective about who you block? Will you monitor performance more closely? Having a strategy in place will help you hit the ground running.

“By failing to prepare, you are preparing to fail.” – Benjamin Franklin

Common Questions and Concerns

Let’s address some common questions and concerns you might have about these changes.

“Will My Revenue Be Affected?”

This is the big question on everyone’s mind. The short answer is: it depends.

If you’ve been strategically blocking underperforming networks, you might see a positive impact as the new system provides better visibility and control. If you’ve been blocking networks based on incomplete information (like small-sample RPM data), you might actually see an improvement as those blocks are removed.

The key is to approach the new system with an open mind and be prepared to adjust your strategy based on actual performance data.

“Do I Need to Block New Authorized Buyers?”

Not necessarily! The new default is to allow all Authorized Buyers, which means more competition for your ad inventory. More competition typically leads to higher bids and better revenue.

Of course, you should still monitor performance and block any buyers that aren’t delivering value or don’t align with your brand values. But the default position should be to allow unless there’s a specific reason to block.

“What Happens to My Existing Blocks?”

As mentioned earlier, your existing blocked ad networks will automatically transfer to the new system. You won’t need to recreate your blocking list from scratch.

“How Long Do Changes Take to Effect?”

The new system implements a one-hour delay between when you 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.

“Can I Still Manage DV360 Accounts?”

Yes! You can continue to allow and block Google ad accounts from the Advertiser section in the detail view in your Ad Review Center. This includes DV360 accounts. The only change is that you’ll no longer be able to manage Authorized Buyers from within the Ad Review Center—all that management will happen through the new Brand Safety interface.

The Psychology of Change: Why We Resist It (And How to Overcome It)

Let’s take a moment to talk about something that’s not directly related to AdSense but is crucial to your success with these changes: our psychological response to change.

Why We Resist Change

As human beings, we’re wired to prefer stability and predictability. Change represents uncertainty, and uncertainty triggers our brain’s threat response. This is why even positive changes can feel stressful at first.

When it comes to our AdSense settings, we’ve invested time and energy into creating a system that works for us. The idea of changing that system can feel threatening, even if the new system might be better.

Reframing the Narrative

Instead of thinking of this as a disruption to your carefully crafted system, try reframing it as an opportunity. This is your chance to:

• Optimize Further: The new system provides better visibility and control, which means more opportunities to optimize your revenue.
• Learn and Grow: Embracing change keeps your skills sharp and your mind open to new possibilities.
• Stay Ahead of the Curve: The digital advertising landscape is always evolving. Publishers who adapt quickly are the ones who succeed long-term.

“The only limit to our realization of tomorrow will be our doubts of today.” – Franklin D. Roosevelt

Practical Tips for Embracing Change

Here are some practical tips for embracing these changes with a positive mindset:

1. Focus on the Benefits: Remind yourself of the advantages of the new system—better visibility, cleaner interface, more control.
2. Start Small: You don’t need to overhaul your entire strategy at once. Start by familiarizing yourself with the new interface and make gradual adjustments.
3. Track Your Results: Keep an eye on your performance metrics before and after the change. This data will help you make informed decisions.
4. Connect with Other Publishers: Join forums or communities where you can share experiences and learn from others going through the same transition.
5. Celebrate Small Wins: When you notice something working better in the new system, take a moment to acknowledge and celebrate it.

Advanced Strategies for the New System

Once you’re comfortable with the basics of the new Authorized Buyers system, you might want to explore some advanced strategies to maximize your revenue.

1. Segment Your Analysis

Instead of looking at your overall performance, break it down by:

• Buyer Type: Are ad networks, DSPs, or trading desks performing better on your site?
• Geography: Do certain buyers perform better in specific regions?
• Content Category: Is there a difference in performance across different sections of your site?

This segmented analysis can help you make more nuanced blocking decisions.

2. Test and Learn

Use the new system as an opportunity to experiment. Try unblocking some buyers you’ve had blocked for a while and see if their performance has improved. Or try blocking some buyers you’ve allowed to see if it makes a difference.

The key is to change one variable at a time and give each test enough time to generate meaningful data.

3. Leverage Parent-Child Relationships

One of the most powerful features of the new system is the visibility into parent-child relationships between buyers. Use this information to:

• Block Strategically: If you’re having issues with a particular buyer, check if they’re part of a larger organization. You might want to block the parent company instead of just the individual buyer.
• Allow Strategically: Conversely, if you’re happy with one buyer from a company, you might want to explore allowing others from the same organization.

4. Monitor Seasonal Trends

Keep an eye on how different buyers perform during different times of the year. Some buyers might be more active during holiday seasons, while others might perform better during specific industry events.

Understanding these patterns can help you make more informed decisions about when to block or allow specific buyers.

Table: Advanced Monitoring Strategy

The Future of Publisher Controls: What’s Next?

These changes to the Authorized Buyers system are just one part of a larger evolution in publisher tools and controls. Let’s take a look at what else has been happening and what might be coming next.

Recent Changes in the Google AdSense Ecosystem

2025 has been a year of significant changes for Google AdSense publishers. In addition to the Authorized Buyers update, we’ve seen:

• July 23, 2025: Google deprecated the “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 the “Video Games (Casual & Online)” category

These changes reflect broader trends in the digital advertising industry toward greater transparency, more granular control, and increased focus on privacy and brand safety.

What Might Be Coming Next?

While I don’t have a crystal ball, we can make some educated guesses about future developments based on current trends:

• AI-Powered Optimization: We might see more AI-driven tools to help publishers make blocking decisions based on performance data and brand safety considerations.
• Enhanced Reporting: More detailed and customizable reporting options to help publishers understand who’s bidding on their inventory and how they’re performing.
• Cross-Platform Integration: Better integration between AdSense, Ad Manager, and other Google advertising products to create a more unified publisher experience.
• Privacy-Focused Features: As privacy regulations continue to evolve, we’ll likely see more tools to help publishers navigate compliance while maintaining revenue.

“The best way to predict the future is to create it.” – Peter Drucker

Conclusion: Embracing the Future of AdSense

Change can be scary, but it’s also an opportunity for growth and improvement. The new Authorized Buyers blocking control represents a significant step forward in how publishers manage their ad inventory, and those who embrace it will be well-positioned for success.

Remember these key points as we move forward:

1. Your existing blocks will transfer automatically—no need to panic about losing your carefully curated lists.
2. New Authorized Buyers will be allowed by default—this means more competition and potentially higher bids for your inventory.
3. The new system provides better visibility and control—use these features to make more informed decisions.
4. Don’t block based solely on RPM—look at the bigger picture and consider factors like impression count and fill rate.
5. Take time to familiarize yourself with the new interface—the preview period is your chance to get comfortable before the changes go live.

The digital advertising landscape will continue to evolve, and your ability to adapt will be crucial to your long-term success as a publisher. Approach these changes with an open mind, a willingness to learn, and a focus on data-driven decision-making, and you’ll be well on your way to maximizing your revenue in the new era of AdSense.

“Change is hard at first, messy in the middle and gorgeous at the end.” – Robin Sharma

References

1. Google Support. (2025). Introducing “Authorized Buyers” — a replacement for the “Ad networks” blocking control. Retrieved from https://support.google.com/adsense/answer/16157028?hl=en

2. Search Engine Land. (2025). Google replaces ‘Ad networks’ blocking with new ‘Authorized Buyers’ control. Retrieved from https://searchengineland.com/google-ad-networks-blocking-authorized-buyers-463048

3. PPC Land. (2025). Google AdSense replaces ad networks control with authorized buyers. Retrieved from https://ppc.land/google-adsense-replaces-ad-networks-control-with-authorized-buyers

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