Table of Contents
Introduction
Google AdSense will replace the old Ad networks blocking control with a new Authorized Buyers blocking control on November 6, 2025. This update changes how publishers allow or block buyers who bid on site inventory. The goal: more transparency and better management of who can bid on your ad spaces.
What is the Google AdSense Authorized Buyers Update?
The update moves blocking/allowing from generic ad networks to specific authorized buyers. An authorized buyer is an advertiser, ad exchange, or agency that bids for ad space through Google’s systems.
Key points
- New control lives under Brand Safety → Content → Blocking controls → Authorized Buyers.
- New authorized buyers will be allowed by default.
- Inactive, test networks and some DV360 items are excluded from the new list.
- Your existing blocked networks will remain blocked after transition.
What’s changing on November 6, 2025?
| Old system | New system |
|---|---|
| Ad networks blocking control | Authorized Buyers blocking control |
| Manual approval for new ad networks | New buyers allowed automatically |
| Limited visibility | Better parent-child relationships visibility |
How to access the new Authorized Buyers control
- Sign in to your AdSense account.
- Go to Brand Safety → Content → Blocking controls → Authorized Buyers.
- Use the toggle to allow or block specific authorized buyers. Use search/filters to find a buyer quickly.
Pros (What’s good)
Better transparency
See exactly which buyers bid and how they relate to parent companies.
Simplified control
One clean interface for buyer-level blocking makes management faster.
Potential for higher revenue
More authorized buyers in the auction may increase competition and CPMs.
Cons (What to watch out for)
Less manual pre-approval
New buyers are allowed by default. You will need to block unwanted buyers after they appear.
Possible short-term ad quality dips
Temporary low-quality or irrelevant ads may show until you fine-tune the list.
Impact on publishers
During the transition, expect small fluctuations in fill rate and RPM. In the long run, the change should be positive for most publishers because of increased transparency and competition.
Expert tips to prepare
- Enable Automatically allow new ad networks now if it’s off — practice the new flow.
- Review the Authorized Buyers page regularly after the update.
- Use the Ad Review Center for DV360 and advertiser-level blocks.
- Monitor performance (CPM, impressions, RPM) during Nov–Dec 2025 and keep notes.
FAQs
When will this update go live?
November 6, 2025.
Do I need to do anything before the update?
Not required. Your current blocked lists will remain. Optionally enable automatic allowing to test the behavior.
Will earnings change?
Short-term fluctuations are possible. Long-term effect is expected to be positive for most publishers.
