Google AdSense recently announced an update to its “commonly used set of ad technology providers,” effective June 2, 2025. This change, communicated via email to AdSense account administrators, aims to reflect the ad technology providers that generate the most revenue for publishers globally. This article explains the update, its implications, and its potential impact on AdSense earnings.
What Is the Commonly Used Set of Ad Technology Providers?
The “commonly used set” is a default list of ad technology providers (ad tech partners) in Google AdSense’s Privacy & messaging settings. These providers are authorized to serve and measure ads on publishers’ websites, particularly in regions where the General Data Protection Regulation (GDPR) applies, such as the European Economic Area (EEA), the UK, and Switzerland. The list is critical for publishers using Google’s consent management platform (CMP) or in cases where a Transparency and Consent (TC) string is missing from an ad request.
Ad tech providers include companies like AppLovin, AdTheorent, and Outbrain, which facilitate ad delivery, measurement, and personalization while complying with GDPR requirements. Publishers can view and manage this list in their AdSense account under the European regulations settings in the Privacy & messaging tab.
Details of the June 2025 Update
Starting June 2, 2025, Google will update the commonly used set to include ad tech providers that work most closely with publishers globally, based on data from programmatic demand sources and compliance with Google’s privacy standards. After this date, the list will be periodically updated to remain current, with the latest version available on the AdSense Help Center.
Publishers have two options:
- Accept Automatic Updates: By default, AdSense will apply the updated list, ensuring publishers work with the most relevant ad tech partners.
- Choose Custom Ad Partners: Publishers can opt out of automatic updates by selecting “Custom ad partners” in their AdSense settings. This creates a custom list pre-filled with current selections, which publishers can modify to maintain specific partnerships.
For publishers using third-party CMPs, the ad tech partner list is managed through their CMP provider, not directly via AdSense.
Implications for Publishers
This update reflects Google’s effort to streamline its ad ecosystem and prioritize partners that drive significant publisher revenue while adhering to privacy regulations. Key implications include:
- Dynamic Ad Partner Ecosystem: Periodic updates ensure the list remains relevant, potentially introducing new high-performing ad tech providers or removing less effective ones.
- GDPR Compliance: The update reinforces compliance with GDPR by ensuring only privacy-compliant providers are included, reducing the risk of regulatory issues.
- Publisher Control: The option to create a custom list gives publishers flexibility to maintain relationships with preferred partners, even if they are removed from the default set.
- Regional Impact: The changes primarily affect ad serving in GDPR-regulated regions (EEA, UK, Switzerland), but publishers worldwide should review their settings to understand potential impacts.
Potential Impact on AdSense Earnings
While Google has not explicitly stated that this update will directly affect earnings, several factors suggest potential implications:
- Revenue Optimization: By prioritizing ad tech providers that generate the most publisher revenue, Google aims to enhance monetization efficiency. Publishers may see improved revenue per thousand impressions (RPM) if the updated list includes high-performing partners with better ad targeting or higher-paying ads.
- Loss of Certain Partners: If a publisher relies on specific ad tech providers that are removed from the commonly used set, they may need to add them to a custom list. Failure to do so could disrupt ad serving, potentially reducing impressions or earnings in GDPR regions.
- Ad Relevance and Quality: The focus on privacy-compliant, high-revenue partners may lead to more relevant and higher-quality ads, which could improve click-through rates (CTR) and cost per click (CPC). However, this depends on the new providers’ ability to deliver targeted ads effectively.
- Market Dynamics: The update aligns with broader industry trends, such as the shift away from third-party cookies and increased privacy regulations. Publishers may experience short-term fluctuations in earnings as the ad ecosystem adjusts, similar to reported RPM drops in early 2025 due to cookie deprecation.
- No Immediate Change Expected: Google’s previous transitions, such as the move to per-impression payments in 2024, were designed to maintain earnings stability. This update may follow a similar pattern, with Google testing to ensure minimal disruption.
How Publishers Can Prepare
To mitigate risks and maximize benefits, publishers should take the following steps:
- Review Current Ad Tech Partners: Check the list of ad tech providers in your AdSense account’s Privacy & messaging settings to understand your current setup.
- Decide on Automatic or Custom Updates: If you prefer stability, select “Custom ad partners” to lock in your current providers. If you want to benefit from Google’s optimized list, stick with automatic updates.
- Monitor Earnings Post-Update: After June 2, 2025, track RPM, CTR, and CPC metrics to identify any changes in performance. Use the AdSense dashboard or third-party analytics tools for detailed insights.
- Stay Informed: Regularly visit the AdSense Help Center for the latest list of ad tech providers and updates on periodic changes.
- Optimize Content and Ad Placements: High-quality content and strategic ad placements can enhance earnings, regardless of the ad tech providers used. Focus on niches with higher RPMs, such as finance or technology.
Conclusion
The June 2025 update to Google AdSense’s commonly used set of ad technology providers is a strategic move to align the platform with top-performing, privacy-compliant partners. While it offers potential for improved earnings through optimized ad partnerships, publishers must proactively manage their settings to avoid disruptions, especially in GDPR-regulated regions. By reviewing their ad tech preferences and monitoring performance, publishers can adapt to this change and maintain or even boost their AdSense revenue.
For further details, publishers can contact their AdSense account team or visit the AdSense Help Center.