Google’s New Approach to Demand Source Management
In a notable shift within its ecosystem, Google has announced an update to its demand source management framework. This change, set to begin on November 6, will replace the existing Ad Networks blocking control with a fresh feature called Authorized Buyers control for AdSense users. This transition signifies a more organized approach towards controlling which demand sources can bid on your inventory, offering enhanced flexibility and transparency.
What’s Changing?
One of the most significant alterations involves the discontinuation of the Ad Networks blocking control as part of the Brand Safety measures. Google aims to streamline the process with the introduction of a new Authorized Buyers control. This change also means that the previously available option for “Automatically allow new Google-certified ad networks” will be eliminated. From now on, new authorized buyers will be permitted by default, leading to a more fluid process in managing demand sources.
The new Authorized Buyers list is specifically curated to exclude inactive ad networks, test networks, and Display & Video 360 (DV360) networks. This carefully organized list is intended to enhance the clarity and reliability of the bidding landscape, enabling publishers to better manage their inventory and revenue.
Navigating the New Controls
With the upcoming update, Google is enhancing how you’ll manage authorized buyers. Publishers can now easily permit or block buyers, and they will gain improved visibility into the overall hierarchy of buyer relationships—understanding how parent and child accounts relate to each other can help in strategizing revenue maximization.
An essential aspect of the new system is its design to ensure that DV360 accounts do not fall under this new control mechanism. They will continue to be managed separately, allowing for continued clarity in the distinction between different demand sources.
Timeline & Transition
Before the rollout of the new controls, users have the opportunity to preview the Authorized Buyers page in AdSense by navigating to Brand Safety → Content → Blocking controls → Authorized Buyers. This provision gives publishers the chance to familiarize themselves with the new layout and features, ensuring a smooth transition post-launch.
Once the changes go live on November 6, any alterations made to the existing Ad Networks settings prior to the launch will automatically be preserved in the new Authorized Buyers section. This foresight is crucial for maintaining continuity and ensuring your preferences are respected throughout the transition.
After the update, publishers can access and modify settings by navigating to Brand Safety → Content → Blocking controls → Authorized Buyers. Users will have the tools necessary to permit or restrict authorized buyers and can take advantage of search functions or filters to easily find specific entries.
Ad Review Center & DV360 Management
In alignment with this new strategy, authorized buyers will no longer be managed through the Ad Review Center. However, Google still allows the option to allow or block Google ad accounts via the Advertiser section, including those from DV360, which remain outside the realm of the new Authorized Buyers system.
This separation ensures that DV360 accounts can be maintained under traditional management protocols, while the new approach focuses on the broader buyer spectrum.
Looking Ahead
The upcoming changes come with a default setting that allows new buyers automatically. This could necessitate a tighter configuration strategy for publishers who wish to maintain a more selective approach. Regular reviews of authorized buyers could become essential to ensuring that only the desired participants are allowed to bid on inventory.
To prepare for these changes, it’s advisable to preview the interface now. Familiarizing your team with where controls are located is essential for a seamless transition. Additionally, scheduling a post-launch review will help verify existing blocks and any new entries that may need attention. Remember to maintain DV360 workflows using the Ad Review Center and leverage the parent–child view to understand how related buyers can influence bidding dynamics and revenue outcomes.
This evolution in demand source management signals Google’s continued commitment to enhancing transparency and control for publishers, ensuring an optimized environment for effective ad revenue generation.
