Google Ad Manager updates give publishers more creative controls

Google is rolling out updates to Ad Manager that will give publishers greater control over how direct sales ads appear on their reserved ad inventory, based on partner feedback.

The announcement. A Google spokesperson told Search Engine Land:

  • “We’re rolling out updates to give publishers more control over direct sales served by Google Ad Manager. These changes will enable publishers to determine where and when ad badging appears on reserved inventory, and will help ensure their ad creatives appear as intended.”

Why we care. The Ad Manager updates matter to advertisers because they help ensure their ad creatives are being displayed properly in reserved publisher inventory according to the publisher’s preferences while complying with regional regulations.

The details.

  • Creative-Level Ad Badging Controls: Publishers can disable ad badging disclosures on a per-creative basis for publisher-managed ads.
  • Badging Scope Options: At the network level, publishers can opt for badging to appear either worldwide or only in the European Economic Area.
  • Mute This Ad Sunset: Google is removing the “Mute This Ad” feature for reservation ads to reduce complexity.

The rationale. The changes are likely meant to reduce complexity for publishers and improve the ad experience.

  • The updates are in response to publisher demands for more transparency controls over direct ad sales, Google said.
  • The changes aim to help publishers ensure ads render as intended on reserved inventory placements.
  • For disabled badging, publishers remain responsible for regulatory compliance, including providing means to report ******* EEA ad content.

The fine print. While providing more flexibility, publishers disabling badging must still adhere to all applicable ad regulations in the regions where they operate.

Timeline. The updates are slated to roll out to Ad Manager partners later this year as Google continues refining its ads transparency tools based on publisher input.

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About the author

Anu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.


Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 


She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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