Table of Contents
- What is Brand Safety in Google AdSense?
- Why Managing Ad Networks Matters
- Understanding Ad Auctions and RPM
- Upcoming Changes: Authorized Buyers
- How to Allow or Block Google-Certified Ad Networks
- Best Practices for Ad Network Management
- Frequently Asked Questions (FAQs)
- Conclusion
What is Brand Safety in Google AdSense?
Brand safety ensures that your website only displays ads that are appropriate and aligned with your brand image. Google AdSense offers tools to manage which Google-certified ad networks can show ads on your website.
By default, ads from certified networks are allowed, but publishers can block certain networks if their content does not align with the site’s values. This helps maintain a positive user experience and protects your online reputation.
Why Managing Ad Networks Matters’
1. Ad Auctions
All ads, whether from Google Ads or certified networks, compete in ad auctions. The system selects the highest-paying ads automatically.
Impact: Blocking a network prevents it from participating, which can reduce revenue if it was a strong competitor.
Revenue Per Thousand Impressions (RPM)
RPM estimates your earnings for every 1,000 impressions. However, it can be misleading for small data sets.
| Ad Network | Impressions | RPM |
|---|---|---|
| Network A | 10,000 | $1 |
| Network B | 14 | $3 |
| Network C | 1,000 | $0.50 |
- High RPM from very few impressions (Network B) is unreliable.
- Low RPM networks (Network C) may still maximize revenue for less valuable impressions.
Upcoming Changes: Authorized Buyers
Starting November 6, 2025, Google will replace the Automatically allow new Google-certified ad networks option with Authorized buyers control.
Impact:
More control over which buyers can target your inventory
Enhanced brand safety
Continued ad auction optimization
How to Allow or Block Google-Certified Ad Networks
Follow these steps in AdSense:
- Sign in to your AdSense account.
- Click Brand safety.
- Select your product (e.g., Content for AdSense for Content ads).
- Click Blocking controls.
- Click Manage Ad networks.
- Toggle Automatically allow new Google-certified ad networks (if still available).
- Use the toggle next to each network to allow or block.
Note: Blocking prevents networks from buying your inventory, but your inventory may still appear in targeting tools. Blocked ads simply won’t run.
Best Practices for Ad Network Management
Don’t rely on RPM alone: Low RPM networks can still be valuable.
Gradual changes: Track revenue before and after blocking networks.
User experience first: Block networks with irrelevant or inappropriate ads.
Monitor updates: Adjust to the new Authorized Buyers controls.
Revenue optimization: Ensure multiple networks compete in auctions for highest bids.
Frequently Asked Questions (FAQs)
Q1: Can blocking ad networks reduce my revenue?
Yes. Blocking networks reduces competition in ad auctions, which can lower potential earnings.
Q2: Should I block a network with low RPM?
Not always. Low RPM networks may win auctions for less valuable impressions, helping maximize overall revenue.
Q3: What is changing in November 2025?
The Automatically allow new Google-certified ad networks option will be replaced by Authorized buyers, giving more control over buyers targeting your inventory.
Q4: Can I allow future Google-certified networks automatically?
Yes, until November 6, 2025. After that, the new Authorized Buyers system will control this.
Conclusion
Managing Google-certified ad networks is key for brand safety and revenue optimization. By understanding ad auctions, RPM, and upcoming AdSense controls, you can make informed decisions to maintain a positive user experience while maximizing your earnings.
Stay proactive, monitor performance, and adapt to AdSense updates to keep your ad strategy both safe and profitable.
Image Prompt:
“Hero-style conclusion image showing a website with ads being approved or blocked, symbolizing brand safety and revenue growth, clean professional look.”
