Featured resource: Optimization tips
Welcome to the Authorized Buyers release notes, your destination for staying informed about our latest platform updates, system enhancements, and new feature rollouts. These announcements are usually published every other Monday. We recommend bookmarking this page and checking back bi-weekly. For previous releases, you can check the archive.
Traffic and deliver ads
ID bridging experiment for RTB partners
To increase addressability on traffic without third-party cookies (3PCs), such as Safari and Firefox, we are launching an ID bridging experiment for RTB partners.
During this experiment, we will use signals organically available in the ad request to resolve to a third party cookie-based ID—previously shared by bidders during the standard Cookie Matching process—on third party cookie-less inventory.
The resolved IDs will be shared in the bid request via the User.buyeruid and eids fields. To maintain transparency, Google will populate the eids field with full provenance, including the inserter, matcher, match method and source. A match method code of mm=5 signals a "bridged" match, indicating the ID was mapped across different environments.
Key details:
Buyer Controls: Authorized Buyers receive bridged IDs in both fields by default but can opt out of the buyeruid field by contacting their Google Account Manager.
Regional Scope: This experiment will be limited to traffic outside of the EEA, UK, and Switzerland.
Learn more about using the eids field and cookie matching.
Other product or Help Center updates
Updated commonly used set of ad technology partners
The set of commonly used ad technology partners was updated on July 16, 2026. The list reflects the partners that work most closely with publishers globally, determined by data collected from all programmatic demand sources, as well as meeting our privacy standards. You can find the up-to-date version of the list published at Manage your ad technology partners (ATPs). Publishers can view the controls and the list of ad technology partners in their account in Privacy & messaging, on the European regulations settings page. If they want to prevent future automatic updates, they can select "Do not automatically include commonly used ad partners" in the "Your ad partners" menu. This will create a custom list pre-filled with their current selections, which they can then modify as needed.
Coming soon
SafeFrame optimization and new bidder signal
In August 2026, an update will expand publishers' ability to disable SafeFrame for Authorized Buyers. This enables same-origin rendering, allowing buyers to deliver high-value formats like page takeovers, interactive rich media, and advanced viewability scripts while providing significantly better measurement capabilities.
To help bidding partners adapt, we are introducing a dedicated signal in the bid request. Bidders can detect if same-origin rendering is supported via the BidRequest.imp[].ext.iframeorigin field. When SafeFrame is disabled and same-origin rendering is allowed, this field will populate with the value IFRAME_ORIGIN_SAME_DOMAIN (integer value 1).
Bidders should prepare their systems to ingest this signal to safely bid with creatives that require direct page access or friendly iframes. Updated developer documentation will be available in the next Release Notes cycle.