What the New Google AdSense Update Means for Ad Controls. Google is changing how publishers control who can bid on their ad inventory with a significant update to AdSense.
The company is officially removing the “Ad Networks” blocking control found under Brand Safety settings, and introducing a new “Authorized Buyers” control instead.
It’s worth noting that this new list of authorized buyers will not include inactive ad networks or test network buyers.
Beginning on November 6, a new system known as Authorized Buyers will take the place of the existing Ad Networks blocking option.
This upgrade will make it possible for any new Authorized Buyers to bid by default. This implies that you will need to periodically check your settings to prevent unauthorized buyers if you typically maintain strict control over who may access your goods.
The good news? Existing blocks will stay in place, so you won’t lose your current setup. But going forward, publishers will have to adjust to this new way of managing demand sources.
Going forward, you won’t be managing Authorized Buyers through the Ad Review Center anymore. That part is moving.
But don’t worry — you can still allow or block specific Google ad accounts in the Advertiser section, just like before. This includes DV360 accounts, which are not part of the new Authorized Buyers system and will continue to be managed separately.
So while the controls are shifting, you still have the tools to manage who’s showing ads on your site — they’re just in a new location.
This shift is part of Google’s effort to streamline how ads are managed and give more control through a centralized system — but it also means staying on top of changes is more important than ever.
Overall, this update gives publishers more detailed insights — but also means you’ll need to stay alert and regularly review your settings to keep your ad space in check.
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