On October 6, 2025, Google announced a significant change to how AdSense publishers will manage which buyers can bid on their ad inventory. Starting November 6, 2025, the existing “Ad networks” blocking control will be replaced by a new “Authorized Buyers” blocking control.
This shift has important implications for publishers who want tighter control over demand sources, but it also simplifies parts of the flow. Below, I walk through the what, why, and how — and assess what publishers should prepare for.
What’s changing? Old vs. new: “Ad networks” → “Authorized Buyers”
- Ad network blocking control is being retired. After November 6, publishers won’t use that interface any more.
- Instead, Google introduces Authorized Buyers — a refined mechanism that focuses on programmatic buyers (e.g. ad networks, trading desks, DSPs) that are permitted to bid on your site’s inventory.
- The new control will not include inactive ad networks, test networks, or Display & Video 360 (DV360) networks by default.
- Also, Google is removing the toggle “Automatically allow new Google-certified ad networks.” Under the new regime, new authorized buyers will be allowed by default.
In short: the old “network by network” blocking interface is being upgraded to a model centered on authorized buyers, with more nuanced control and visibility.
What stays the same (or is preserved)
- Your existing blocked ad networks will carry over — you won’t lose your settings.
- You don’t need to take any immediate action if your blocking settings are already configured.
- From now until November, changes you make in the old “Ad networks” interface will be preserved in the upcoming “Authorized Buyers” interface.
What new capabilities you’ll get
- Publishers will be able to allow or block specific authorized buyers from bidding on their inventory.
- You’ll also see deeper visibility into the parent-child relationships among authorized buyers. This helps you understand which entities are behind what bidding activity.
- After November 6, all new authorized buyers are allowed by default. That means if a buyer becomes authorized in the future, they will automatically be eligible to bid — unless you actively block them.
- The Ad review center will still let you manage Google ad accounts and DV360 accounts (under “Advertiser” settings), but you won’t be able to manage authorized buyers from within the ad review center anymore.
Why is Google making this change?
This update reflects Google’s desire to modernize the programmatic control layer for publishers and to streamline how publishers interact with demand sources. A few key motivations include:
- Cleaner architecture
The “authorized buyers” model directly aligns with how programmatic bidding works — buyers must be authorized, rather than being tacked on as “networks.” This helps simplify backend logic and user-facing controls. - Better transparency and hierarchy awareness
By exposing parent-child relationships among bidders, publishers gain more clarity about which entities are behind bids. That helps inform more strategic blocking decisions. - Reduced clutter and maintenance
Removing inactive, test, or unused networks from the default control panel reduces noise and confusion. - Default opt-in for new buyers
Automatically allowing new authorized buyers can help publishers gain access to new demand sources without additional friction — though publishers still retain the ability to block unwanted ones.
Overall, this change shifts the balance a bit: Google leans toward enabling access by default while giving publishers the tools to subtract rather than add. That works for many publishers, but it also emphasizes the need to stay vigilant about blocking.
What publishers must do (or consider) before November 6, 2025
If you’re running AdSense on your site, here are recommended steps to prepare:
| Task | Why it matters | Suggested action |
| Review your current blocked ad networks | These settings will carry over | Audit them now to ensure you aren’t blocking buyers you may later want. |
| Turn on “Automatically allow new Google-certified ad networks” if it’s off | That setting disappears after the switch, and enabling it now can smooth the transition | Go to Blocking controls > Ad networks in your AdSense dashboard and enable it if needed. |
| Familiarize yourself with the new “Authorized Buyers” interface | A view-only version is available now | In AdSense, go to Brand safety → Content → Blocking controls → Authorized Buyers to preview the layout. |
| Decide your blocking strategy under the new model | You’ll need to rethink which buyers you actively block rather than enabling everything | Consider building a policy or list of buyer IDs you do not want, especially for low-quality or untrusted sources |
| Monitor bidding activity post-launch | Some buyers might start bidding unless blocked | Watch for any unexpected traffic or bids and update your blocks accordingly. |
Because the transition is automatic for many aspects, you won’t lose existing settings — but proactive publishers will gain a smoother shift and avoid surprises.
Risks and caveats
While this change is positive in many ways, there are potential risks and trade-offs:
- Less restrictive default: Because new authorized buyers are allowed by default, unwanted or lower-quality buyers could begin bidding unless blocked. That calls for more active oversight.
- Block lists become more important: You’ll have to maintain an updated block list of buyers you don’t trust. If you don’t, your inventory could be exposed to subpar bids.
- Learning curve: The new interface and buyer hierarchy may be confusing at first. Mistakes in blocking decisions could inadvertently restrict revenue.
- Reliance on Google’s definitions: The system hinges on which parties Google classifies as “authorized”—some networks or intermediaries you expect might not be surfaced immediately.
Final verdict & recommendations
Google’s shift from “Ad networks” to “Authorized Buyers” is a thoughtful modernization of the programmatic control layer in AdSense. It gives publishers better visibility into who’s bidding on their inventory, while simplifying the interface by hiding inactive or test networks.
However, with that change comes more responsibility. Because new buyers are admitted by default, publishers must be more proactive in identifying and blocking unwanted participants. If you maintain an up-to-date blocking strategy and monitor bidding activity, this change could ultimately offer better revenue control and clarity.
If I were advising a publisher:
- Do the transition prep now (audit your blocks, enable the “automatically allow” toggle, preview the new interface).
- After launch, monitor ad performance and buyer behavior closely, and adjust blocks swiftly.
- Build a procedure or checklist for adding new buyers to a block list, so nothing slips through.
- Keep an eye on Google’s further updates — this is likely not the final iteration.
FAQs: Google AdSense Authorized Buyers Update (2025)
1. What are “Authorized Buyers” in AdSense?
Authorized Buyers are verified programmatic demand sources — such as ad networks, DSPs, and trading desks — that can bid on your AdSense inventory. They replace the old “Ad networks” system.
2. When will the change take effect?
The new “Authorized Buyers” control will officially replace “Ad networks” on November 6, 2025.
3. Will I lose my existing blocking settings?
No. All current ad network blocking settings will automatically carry over to the new system. You won’t need to reconfigure them.
4. What happens to the “Automatically allow new Google-certified ad networks” setting?
That setting is being removed. After the update, all new Authorized Buyers will be allowed by default, unless you manually block them.
5. How can I access the new Authorized Buyers interface?
Go to your AdSense account →
Brand safety → Content → Blocking controls → Authorized Buyers
You can already preview the interface before the full launch.
6. Do I need to take action now?
Not immediately, but it’s smart to:
- Review your current block list
- Turn on the “Automatically allow new networks” toggle
- Familiarize yourself with the new layout
- Plan a blocking strategy for low-quality buyers
7. Will this affect my ad revenue?
Potentially, yes — but in both directions. Allowing more Authorized Buyers may increase competition and earnings, while failing to block poor-quality buyers could hurt ad quality.
The key is active management post-launch.
8. What happens to Display & Video 360 (DV360) networks?
DV360 advertisers will still appear in the Ad review center (under “Advertiser”), but you’ll manage Authorized Buyers separately in the new control panel.
9. Why is Google making this change?
To improve transparency, simplify controls, and align AdSense with modern programmatic ad systems that focus on buyer verification rather than generic ad networks.
10. Where can I read the official Google announcement?
You can find it here:
Google AdSense Help — “Authorized Buyers” Update (2025)