Google Authorised Buyers: Replace Ad Networks (Nov 6, 2025) Update

Starting 6 November 2025, Google is replacing the old ad networks blocking control with a new google authorised buyers blocking control — existing blocks are preserved, new authorised buyers will be allowed by default, and publishers get clearer parent/child visibility.

What changed (quick facts publishers want)

• Launch date: 6 November 2025.
• What’s removed: The old Ad networks blocking control and the “Automatically allow new Google-certified ad networks” toggle.
• Default behavior after launch: New authorised buyers are allowed by default.
• What’s preserved: Your currently blocked ad networks will remain blocked and carry over into the new Authorised Buyers control — no action required to keep current blocks.
• Excluded from the new list: Inactive ad networks, test ad networks, and Display & Video 360 (DV360) networks are not included in Authorised Buyers.

Source: Google’s Official Support Page

Why Google made this change

Google is modernizing brand-safety controls to match how programmatic demand is bought today — focusing on authorized buyers (DSPs, trading desks, ad networks with programmatic access to Google Partner Inventory) rather than legacy “ad network” labels. The new UI gives better parent–child visibility and finer control over who can bid on your inventory.

What you should do now (Step-by-Step)

Below is a guide to handling the transition efficiently:

Preview the new page: Sign in to AdSense → Brand safety → Content → Blocking controls → Authorised Buyers to inspect the layout before Nov 6. The preview is view-only until launch.

Confirm existing blocks: Any changes you make to Ad networks before launch are preserved — if you rely on custom blocks, keep them until the transition.

Decide your default policy: Because new authorised buyers will be allowed by default after launch, decide whether you’ll manually block specific buyers afterward. Consider enabling the “automatically allow new Google-certified ad networks” setting now to simulate the new default behavior.

Audit DV360 & Advertiser blocks: DV360 accounts remain manageable from the Ad Review Centre after launch, but Authorised Buyers will be managed separately. Ensure your DV360 blocks are recorded in the Ad Review Centre.

Document and monitor: Export or screenshot your current blocked list and re-check after 6 Nov to confirm mappings.

Quick checklist for publishers

• Sign into AdSense and open Brand safety → Content → Blocking controls → Authorised Buyers.
• Screenshot your current Ad networks blocked list for reference.
• Add any manual blocks you rely on before Nov 6.
• Review Ad Review Centre for any DV360 advertiser blocks.
• After Nov 6, review the new Authorised Buyers list and block unwanted bidders.

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FAQs (People Also Ask)

Will my blocked ad networks be unblocked by the change?
No — existing blocked ad networks are preserved and will appear under the new Authorised Buyers control; no automatic unblocking will occur.

Are new buyers allowed automatically after Nov 6, 2025?
Yes — new authorised buyers will be allowed by default after the launch.

Is DV360 included in Authorised Buyers?
DV360 accounts are excluded from the new Authorised Buyers list; you’ll still manage DV360/Google Ads accounts via the Ad Review Centre.

Where do authorised buyers get access to inventory?
Authorized buyers have programmatic access to Google Partner Inventory (AdSense, AdMob, and Ad Manager) in an ad exchange environment.

How do I block a specific authorised buyer after launch?
After Nov 6, go to Brand safety → Content → Blocking controls → Authorised Buyers and toggle the block/allow switch for the buyer.

What is an authorised buyer?
A programmatic buyer (ad network, DSP, or trading desk) with access to Google Partner Inventory that can bid on publisher space.

Does this change affect AdSense revenue?
Not directly. However, allowing new buyers by default could increase competition (positive), but publishers should monitor CPMs closely after launch.

Can I still block advertisers and DV360?
Yes — advertisers and DV360 accounts remain manageable via the Ad Review Centre’s Advertiser section.

Will test or inactive networks reappear?
No — the new Authorised Buyers page excludes inactive and test ad networks.