Google AdSense Streamlines Demand Sources by Replacing Ad Networks with Authorized Buyers

Google is rolling out a major update to its AdSense demand source controls, replacing the long-standing Ad Networks blocking option with a new Authorized Buyers system. The change, set to begin on November 6, represents another step in Google’s ongoing effort to simplify its ad ecosystem — but it also shifts more control back into Google’s hands, with implications publishers should pay attention to.

What’s Changing

Under the current AdSense setup, publishers can manually block or allow ad networks through the Brand Safety → Content → Blocking Controls → Ad Networks menu. After November 6, this section will be retired and replaced with a new Authorized Buyers control page.

Existing blocks will carry over automatically, but the default setting for all new buyers will be enabled by default — meaning that unless a publisher manually reviews and blocks them, new demand sources can bid on inventory.

Google says this move is designed to “improve visibility” by showing clearer relationships between parent and child buyers, giving publishers a more transparent overview of who’s bidding on their ad space. However, Display & Video 360 (DV360) accounts — a key part of Google’s programmatic ecosystem — will remain outside this new control, continuing to be managed through the Ad Review Center.

What’s Going Away

The biggest casualty of this update is the “Automatically allow new Google-certified ad networks” option. It’s being removed entirely. Instead, every newly added authorized buyer will be permitted by default, which could pose a challenge for publishers who prefer to manually approve each network or maintain a tighter brand safety posture.

Inactive, test, and DV360-linked ad networks won’t appear on the new Authorized Buyers list. While this may declutter the interface, it also means less granular control over some ad traffic sources that used to be visible through the Ad Networks menu.

Why It Matters

At first glance, the update sounds administrative — but it reflects a broader trend in how Google is reshaping its ad ecosystem. Over the past few years, Google has steadily consolidated its ad management layers, moving away from network-level controls toward account-level visibility and programmatic automation.

For small and medium-sized publishers who rely heavily on AdSense, this could mean less manual oversight but more dependency on Google’s built-in filters and reputation systems. For larger publishers using Ad Manager or other programmatic platforms, this aligns with the way Google’s demand stack is already structured under Authorized Buyers.

However, it’s worth noting the subtle but significant shift in default behavior: new buyers are automatically allowed, not blocked. This “opt-out” model puts the onus on publishers to monitor who’s accessing their inventory — a task that could become time-consuming if not automated through internal audits or brand safety routines.

What You Should Do

1. Preview the Interface Early: You can access a preview version of the Authorized Buyers page now by going to:
   Brand Safety → Content → Blocking controls → Authorized Buyers.
   Use this preview period to get familiar with the new layout and verify that your existing blocks appear correctly.
2. Schedule a Post-Launch Review: Once the system goes live on November 6, revisit your settings. Make sure no unexpected buyers were enabled, and confirm that important blocks have carried over.
3. Maintain DV360 Workflows Separately: Since DV360 buyers remain managed through the Ad Review Center, don’t assume they’ve migrated to the new system.
4. Review Buyer Relationships: The new parent–child visibility may help identify related buyers and improve your ability to manage categories of advertisers rather than individual accounts.

The Bigger Picture

From an industry perspective, this update aligns with Google’s gradual move toward a more unified, programmatic-first ad infrastructure. By rebranding and consolidating network-level settings under “Authorized Buyers,” Google is effectively phasing out legacy ad network management in favor of an ecosystem that privileges automation, machine learning, and cross-platform visibility.

For publishers, that means two things:

• Convenience, because controls are more centralized and the system does more heavy lifting.
• Responsibility, because automatic approvals make proactive monitoring essential.

In short, this change is less about functionality and more about philosophy — Google is continuing its pivot away from manual control in favor of managed transparency. Whether that’s empowering or limiting depends on how much oversight you want over who’s bidding on your inventory.

Bold Outlook’s Take

Google’s shift to Authorized Buyers simplifies the interface but subtly redefines publisher control. It’s another example of the company steering the ecosystem toward greater automation and away from manual management — a move that may streamline workflows but could leave some publishers feeling they’ve lost a layer of direct control. Transparency is welcome, but autonomy is shrinking, and that’s a trade-off the ad world should watch closely.