Review this article to learn about the latest features and enhancements for Authorized Buyers.
Traffic and deliver ads
Build secure signals adapters for mobile apps
As a secure signals provider , you can expand addressability to mobile app environments by developing a custom adapter, which publishers deploy in their apps to interface directly with the Google Mobile Ads (GMA) SDK to facilitate the transmission of your signals. Use the following guides to develop your adapter for iOS and Android environments:
Report and Optimize
Over-delivered impressions
We've launched improvements to identify and reduce over-delivered impressions. At the end of the month, before revenue is finalized, our system will identify impressions that delivered above and beyond the agreed upon impression goal and mark those as overdelivery. Buyers will not be charged for the over-delivered impressions identified by the system and the publisher will not be paid.
Filtered impressions can be tracked using the over-delivered impressions breakout in RTB reporting. Learn more about improvements in identifying overdelivery.
Other product or Help Center updates
Requests for data deletion
We’ve launched a new data deletion API to support user requests for first-party data deletion in alignment with the IAB Data Deletion Request Framework . When users request to have their first-party data deleted via a sell-side platform, such as Google Ad Manager, Google also forwards the request to buy-side partners that support data deletion. This new API provides greater transparency for users. To learn more, visit the developer documentation.
Coming soon
Prepare for the required transition from TCF 2.2 to TCF 2.3
To align with evolving industry standards for user transparency and consent, we will adhere to the IAB’s mandatory deadline for all ad tech partners to fully implement TCF v2.3 by February 28, 2026. Under TCF v2.3, Authorized Buyers & Open Bidders ability to bid on EEA/UK/CH inventory will depend on their inclusion in each publisher's Disclosed Vendor segment. We strongly recommend you begin working with publishers to ensure you are included in their configurations in order to avoid bidding possible disruptions.
Pharmaceutical Products and Services Policy
In January 2026, Google will update the Authorized Buyers policy on pharmaceutical products and services . Going forward, in addition to over-the-counter drugs, buyers will also be able to promote prescription drugs and prescription drug services in certain locations, in accordance with local laws and regulations. Authorized Buyers do not need to be certified with Google to promote this content.
The full language of the policy will be published on the policy page in January.
