Google AdSense to Remove Additional Ad Technology Vendors Opt-Out Control

Google AdSense has announced the deprecation and removal of its additional ad technology vendors opt-out control, with changes beginning in June 2025.

Timeline for Changes

Google will implement the removal in two phases. On June 2, 2025, the company will add a 'Deprecated' label to the additional ad technology vendors opt-out control. Subsequently, beginning July 7, 2025, Google will completely remove the control from AdSense blocking controls.

Reason for Removal

The Additional ad technology vendors opt-out control has become obsolete according to Google. The control, which previously enabled publishers to block additional third-party ad technology vendors used by advertisers from purchasing their ad slots, no longer provides publishers with useful privacy or brand safety functionality.

Publisher Impact

Google has indicated that no action is required from publishers regarding this change. The removal will not affect publishers' ability to manage their ad inventory or blocking preferences through other available controls.

Regulatory Compliance

For publishers operating in regulatory regions, Google recommends continuing to use consent management platforms (CMPs) to collect and manage user consent as necessary. This approach ensures compliance with applicable privacy regulations while maintaining control over ad technology vendor relationships.

The deprecation represents Google's ongoing effort to streamline AdSense controls by removing features that no longer serve their intended purpose in the current advertising technology landscape.