AdSense Privacy & Anchor Ad Updates: July 2025 Policy Guide
Get the latest July 2025 AdSense policy changes: a new privacy framework, the removal of ad-tech opt-out control, and new settings for anchor and rail ad placements. Here’s a detailed guide for publishers.
Google AdSense has rolled out a series of significant policy updates and feature changes in July 2025 that will impact how publishers manage privacy, compliance, and ad placement. These changes, driven by the ever-evolving landscape of global data protection laws and a push for streamlined ad technology, include the deprecation of a long-standing ad-tech control and the introduction of more granular privacy settings. Alongside these privacy-focused shifts, there are also new, powerful controls for anchor and rail ads, giving publishers more flexibility over these high-performing ad formats.
This guide provides a comprehensive overview of the key changes, offering insights into what publishers need to know and how to adapt their strategies to remain compliant and optimize revenue in this new environment.
The New Ad-Tech and Privacy Framework
Removal of the Additional Ad Technology Vendors Opt-Out Control
One of the most notable changes for July 2025 is the complete removal of the "Additional ad technology vendors opt-out control" from the AdSense Blocking controls. This feature, which allowed publishers to block third-party ad technology vendors, was officially labeled "Deprecated" in June 2025 and has now been fully removed. According to Google, this control had become "obsolete" and no longer provided meaningful privacy or brand safety functionality.
This move is part of a broader strategy to consolidate and simplify AdSense controls. By removing an outdated and ineffective tool, Google aims to streamline the platform and focus on more modern, effective solutions for privacy management. For most publishers, this change requires no direct action. However, it's a clear signal that Google is centralizing control over the ad ecosystem, moving away from granular, publisher-managed settings in favor of its own automated systems and regulatory compliance tools.
Expanded US State Regulations and Universal Opt-Outs
In response to a growing number of US state privacy laws, AdSense has significantly updated its privacy and messaging settings. Following the implementation of new laws in states like Tennessee, Minnesota, Maryland, Iowa, and others, Google has expanded its tools to help publishers manage compliance.
The new framework includes support for Universal Opt-Out Mechanisms (UOOMs), such as the Global Privacy Control (GPC) signal. For users in states with UOOM provisions (including Colorado, Connecticut, and now Minnesota and Maryland), Google will automatically receive GPC signals and trigger "Restricted Data Processing" (RDP) for those ad requests. RDP turns off ad personalization, which assists publishers in honoring user opt-outs for targeted advertising.
Publishers can now manage these US state regulations with more precise controls in the Privacy & messaging section of their AdSense account. This includes:
- State-Specific Targeting: The ability to create user messages and privacy settings that are specifically tailored for residents of a particular state.
- Automated Compliance: A simplified process for activating RDP across new states as their laws come into effect, reducing the manual burden on publishers.
- Transparency: Tools to provide clear and compliant messages to users about how their data is being handled and their rights to opt-out.
While these tools are a welcome addition, publishers should still consult with legal counsel to ensure their overall privacy strategy aligns with all applicable state and federal laws.
Anchor and Rail Ad Placement Updates
In an effort to provide publishers with more control over high-impact ad formats, AdSense has introduced new placement settings for its overlay ads. These updates, first introduced in May 2025, are now widely available and a crucial part of the July policy refresh.
Anchor Ad Position Controls
Publishers can now specify the exact position of their anchor ads, which are the sticky ads that appear at the top or bottom of a mobile page. The new settings provide three distinct options:
- Top or bottom: The default setting, allowing AdSense to dynamically place the ad where it performs best.
- Top only: Forces the anchor ad to appear only at the top of the viewport.
- Bottom only: Forces the anchor ad to appear only at the bottom of the viewport.
This level of control is particularly useful for publishers who have existing elements (such as a sticky navigation bar or a call-to-action banner) at the top or bottom of their site, which could conflict with anchor ad placement. By choosing "top only" or "bottom only," you can prevent these overlaps and ensure a better user experience while maintaining a high revenue stream from this ad format.
Introduction of Side Rail Ads for Desktop
Complementing the anchor ad update is the official introduction of "side rail ads." These are overlay ads that stick to the sides of the screen as a user scrolls, similar in function to anchor ads but designed specifically for desktop environments. The new placement controls also apply to these rail ads, offering three options:
- Left and right: The default, allowing AdSense to show ads on both sides.
- Left only: Shows rail ads on the left side of the screen.
- Right only: Shows rail ads on the right side of the screen.
For sites with wide-screen layouts or specific design elements, this control is invaluable. You can now prevent ads from covering important content or interrupting the flow of your page, all while leveraging a new, high-visibility ad format. To enable or adjust these settings, publishers can navigate to their AdSense account, select the site, and find the "Overlay formats" section under the Auto ads settings.
Adapting Your Strategy: Best Practices for Publishers
With these significant changes, publishers should take a proactive approach to their AdSense strategy.
1. Review Your Privacy & Messaging Settings
Start by navigating to the "Privacy & messaging" section of your AdSense account. Ensure that your settings for US state regulations are up-to-date and that you are effectively managing consent and data processing. Even with Google's new tools, it’s critical to understand your legal obligations and to communicate transparently with your users.
2. Experiment with Anchor and Rail Ad Placements
The new controls for anchor and rail ads are a powerful tool for optimization. If you have a sticky navigation bar, consider setting your anchor ads to "bottom only." If your site’s design is asymmetrical, try a "left only" or "right only" placement for rail ads. By testing these different options, you can find the perfect balance between maximizing revenue and providing a seamless, user-friendly experience.
3. Leverage the Google-Managed Ad-Tech Ecosystem
With the removal of the old ad-tech control, it's clear that Google wants publishers to rely on its consolidated and compliant ad ecosystem. This is a good opportunity to review your overall ad strategy. Ensure your ad units are correctly implemented, that you’re using the latest Auto ads code, and that you’re leveraging Google’s AI to optimize your ad placements. This shift simplifies the technical burden and allows publishers to focus on what matters most: creating high-quality content that drives traffic and engagement.
The July 2025 AdSense updates mark a new chapter for online monetization, emphasizing a more streamlined, privacy-conscious, and publisher-controlled approach to ad placement. By embracing the new state-by-state privacy controls and experimenting with the refined anchor and rail ad settings, publishers can navigate this evolving landscape with confidence. These changes are designed to improve compliance, enhance user experience, and ultimately, help you optimize your earnings in a dynamic digital world.
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