Google is replacing the legacy “Ad networks” block list with an “Authorized Buyers” control in AdSense/Ad Manager on Nov 6. This gives publishers more granular, transparent control over who can bid on their inventory, with new buyers allowed by default and existing blocks carried over. For advertisers—especially contractors running Display, YouTube, or Performance Max—this may shift inventory access, CPMs, and brand safety risk. The recommended response is to tighten placement and content controls, monitor placement reports, and prioritize call-driving performance over impressions or clicks.

Google’s “Authorized Buyers” Switch: What It Means for Your Calls, Not Just Your Clicks

TL;DR — On Nov 6, Google replaces the old “Ad networks” block list with an “Authorized Buyers” control in AdSense/Ad Manager. Publishers get more granular control over who bids on their inventory, and new buyers are allowed by default. Expect shifts in reach, CPMs, and brand safety risk. If you run Display, YouTube, or Performance Max for your contracting business, tighten placement controls, watch your placement reports, and protect budget around calls—not vanity impressions.

What actually changed

Google is retiring the “Ad networks” blocking option and introducing an “Authorized Buyers” control across AdSense and Ad Manager. In plain English: publishers can now allow/block specific buyers and see clearer relationships between who’s bidding on their inventory.

• New control goes live Nov 6. Before that, publishers see it in read-only preview.
• “Automatically allow new Google-certified ad networks” is going away. All new authorized buyers are allowed by default.
• Inactive/test networks and DV360 networks won’t clutter the list anymore.
• Existing ad network blocks carry over automatically.

This is Google modernizing the pipes. Fewer mystery networks, more direct control for publishers, and—importantly—a default that lets new buyers in unless a publisher actively blocks them.

Why contractors should care (even if you don’t sell ad inventory)

You’re on the demand side—buying impressions through Google Ads, YouTube, Display, or Performance Max. Publisher settings determine which exchanges and buyers can bid on their pages and apps. When Google changes the gatekeeping, your ad delivery can shift even if you never touch a setting.

• Inventory mix can change: With new buyers allowed by default, some publishers may see more demand, which can open up more placements your campaigns tap into—or shut others down if a publisher clamps down later.
• CPM volatility: More bidders can push prices up on quality inventory. On the flipside, more eligible inventory can also bring cheaper long-tail impressions. Expect some wobble in Display/YouTube/PMAX.
• Brand safety pressure: Default allow means some publishers may unknowingly let in lower-quality buyers at first. If those buyers win auctions your campaigns compete in, your ads can surface in places you don’t want.

Bottom line: nothing catastrophic, but enough change that you need to watch where your ads show and what that traffic does to your call volume and lead quality.

Calls over clicks: my action plan

Automation is fine—until it spends money where your customers don’t hang out. This update nudges the ecosystem, so shore up the basics that keep your budget focused on booked jobs.

1) Tighten content and placement controls

• Use content suitability and sensitive category exclusions at the account level (Display and YouTube). Keep it on the stricter side unless you have a reason not to.
• Exclude low-value inventory types: parked domains, error pages, and “sensational/shocking” categories. Review app categories that don’t convert for you.