Google expands Ad Manager partner guidelines with machine learning restrictions

Google implemented comprehensive updates to its Ad Manager Partner Guidelines on July 21, 2025, introducing specific restrictions around the Ad review center functionality. According to the updated guidelines, the Ad review center becomes available for partners to review and approve or block creatives served on their inventory, while explicitly prohibiting the use of these creatives for machine learning model training.

The technical specifications outlined in the updated documentation establish clear boundaries for Ad review center usage. Partners can utilize the tool to review and store creatives as required by applicable laws and regulations. They may also provide feedback to Google regarding the monetization of their sites or applications. However, the guidelines now explicitly state that other uses are prohibited, including using creatives from the Ad review center for machine learning models.

This policy update represents a significant development in Google's approach to creative content management within its advertising ecosystem. The prohibition on machine learning applications addresses growing concerns about data usage in artificial intelligence training processes. For publishers operating at scale, these restrictions may influence how they approach creative review workflows and data retention policies.

The timing of this announcement coincides with broader industry discussions about data usage rights in advertising technology. Publishers have increasingly sought greater control over creative content as AI capabilities expand across digital advertising platforms. The explicit prohibition on machine learning applications provides clarity for partners who manage large volumes of creative assets through Google's systems.

Technical implementation details within the guidelines emphasize the dual nature of the Ad review center's intended functionality. Partners maintain full authority to approve or block creatives served on their inventory while receiving tools to provide monetization feedback to Google. The system continues supporting compliance requirements for partners operating under specific regulatory frameworks that mandate creative review processes.

The updated Partner Guidelines maintain existing technical requirements while adding the machine learning prohibition to section covering Ad review center usage. Partners must continue adhering to all platform program policies and Google Publisher Policies when using any Ad Manager features. The guidelines specify that any restatements of existing policies serve clarification purposes only and do not limit the application of broader platform policies.

Data transfer requirements remain unchanged under the updated guidelines. Partners must continue reviewing "Advertising and analytics products: Information about international data transfers" for relevant compliance information. The technical support framework also maintains its existing structure, requiring partners to first attempt troubleshooting before submitting written support requests through the Ad Manager Help Center.

Beta feature policies continue applying to Ad Manager functionality under the updated guidelines. These features remain provided "as is" to the maximum extent permitted by law, with Google maintaining no obligation to provide support for beta implementations. Partners using beta features operate at their own risk and may face additional requirements as specified by Google.

The machine learning restriction specifically targets creative content accessed through the Ad review center interface. This limitation does not appear to extend to other data collection or processing activities within the Ad Manager ecosystem. Partners continue maintaining access to reporting data, audience insights, and performance metrics through standard platform tools and APIs.

Publishers utilizing Manual Creative Review Protections may find the updated guidelines particularly relevant to their operations. These publishers, who are required by industry or company regulations to review creatives prior to serving, must now ensure their review processes comply with the machine learning usage restrictions while maintaining their regulatory compliance requirements.

The guidelines emphasize partner responsibility for ensuring compliance across their entire inventory. This includes maintaining accuracy in domain information for Google Monetization calls and adhering to restrictions on passing and redirecting inventory through other systems. Partners operating under Multiple Customer Management (MCM) or Scaled Partner Management (SPM) programs face additional compliance obligations for their child inventory.

Video inventory requirements remain comprehensive under the updated guidelines. Partners managing video content through Ad Manager must provide accurate metadata and description URLs for all video and game content. The machine learning restriction adds another layer of compliance consideration for publishers managing large video creative libraries through the Ad review center.

Interest-based advertising provisions continue requiring partner compliance with both platform program policies and Google Advertising Cookies Policy. User list transparency requirements mandate that partners grant Google the right to display user cookie ID information and applicable partner domain or display name information. These requirements operate independently of the new machine learning restrictions.

Payment threshold requirements maintain the existing $100 minimum balance structure for Google Monetization payments. Account balances under this threshold continue rolling over into subsequent months. The machine learning restriction does not impact payment processing or revenue recognition for partners utilizing the Ad review center functionality.

Invalid activity provisions expand partner obligations beyond standard platform requirements. Partners face restrictions on multiple ad calls for given impressions and limitations on app platform features including Open Bidding. The guidelines specifically prohibit displaying ads on websites that change user preferences, redirect users to unwanted websites, or contain elements that interfere with site navigation.

Secure Signals feature requirements introduce additional compliance obligations for partners utilizing this functionality. When the feature passes data through Google's systems to publisher-selected bidders, publishers must ensure signal collection complies with all current laws and privacy requirements. The signals must be obfuscated such that they remain meaningless to Google and can only be interpreted by the buyer selected by the publisher.

Connected TV (CTV) and Digital out-of-home (DOOH) inventory must be implemented pursuant to Google's instructions while complying with specific requirements for these inventory types. Sticky ads implementation requires adherence to specific guidelines and restrictions for proper deployment. These technical requirements operate alongside the new machine learning restrictions for comprehensive compliance coverage.

Open Auction participants face additional placement restrictions beyond standard Ad Manager requirements. Ads cannot be displayed in expanding buttons or animation, integrated into non-web-based desktop applications without express approval, or placed in email programs except as expressly permitted. In-app ads placement restrictions prohibit placement underneath or adjacent to buttons where ad placement interferes with typical user interaction.

The policy update reflects Google's ongoing refinement of advertising platform policies across its ecosystem. These changes follow previous updates addressing third-party policy violations, encrypted signals from publishers, and enhanced creative review protections. The machine learning restriction represents a new category of usage limitation within the advertising technology framework.

For marketing professionals managing advertising operations through Google Ad Manager, the updated guidelines require assessment of current creative review workflows. Teams utilizing the Ad review center must ensure their processes comply with the machine learning prohibition while maintaining operational efficiency for creative approval and blocking decisions.

The enforcement framework for these updated guidelines follows existing Google policy structures. Partners face potential enforcement actions for violations, including account restrictions or service limitations. Google maintains the right to verify compliance through standard monitoring and review processes established for Ad Manager participants.

Industry context suggests these restrictions may influence how advertising technology companies approach creative content analysis and processing. The explicit prohibition on machine learning applications provides clear boundaries for partners developing internal tools or systems that interact with Ad Manager creative data.

Publishers operating across multiple Google advertising platforms should note that policy standardization efforts continue evolving across AdSense, AdMob, and Ad Manager. The machine learning restriction specifically applies to Ad Manager's Ad review center functionality and may not extend to similar tools within other Google advertising products.

Technical documentation accompanying the guidelines provides implementation guidance for partners integrating Ad review center functionality into their operational workflows. The restrictions require partners to modify any existing processes that may have utilized creative content for machine learning purposes while maintaining compliance with broader platform policies.

The updated guidelines become effective July 21, 2025, providing immediate implementation requirements for all Ad Manager partners utilizing the Ad review center. Partners must ensure their current and future usage aligns with the machine learning prohibition while maintaining all other compliance obligations under their Google Ad Manager contracts.

Timeline

• • July 21, 2025: Google implements updated Ad Manager Partner Guidelines with machine learning restrictions for Ad review center
• November 2023: Google launched Ad Review Centre with improved features including larger viewing area and enhanced filters
• November 2023: Google introduced Manual Creative Review Protections for beta testing
• October 2024: Google tightened rules for ad agencies managing client accounts with severe penalties
• June 2025: Google updated third-party policy affecting linked accounts in violation
• July 2021: Google updated Partner Guidelines to include encrypted signals guidance

Terms Glossary

Ad Review Center: A centralized interface within Google Ad Manager that enables publishers to examine, approve, or block advertising creatives before they serve on their inventory. This tool provides publishers with control over content quality and ensures compliance with brand safety requirements while offering feedback mechanisms for monetization optimization.

Machine Learning Models: Artificial intelligence systems that analyze data patterns to make predictions or decisions without explicit programming for each scenario. In advertising contexts, these models typically process creative content, user behavior data, and performance metrics to optimize ad targeting, bidding strategies, and content recommendations across digital platforms.

Google Ad Manager: A comprehensive ad serving platform that combines ad server functionality with programmatic advertising capabilities, enabling publishers to manage both direct-sold and programmatic inventory through a unified interface. The platform facilitates ad trafficking, reporting, audience segmentation, and revenue optimization for digital publishers across web and mobile properties.

Partner Guidelines: Formal policy documentation that establishes operational requirements, technical specifications, and compliance obligations for entities participating in Google's advertising ecosystem. These guidelines govern everything from ad placement requirements to data usage restrictions, ensuring platform integrity and advertiser confidence across the advertising network.

Creative Content: Digital advertising assets including display banners, video advertisements, rich media units, and interactive elements designed to engage audiences and drive marketing objectives. These assets undergo review processes to ensure compliance with platform policies, brand safety requirements, and technical specifications before serving to end users.

Programmatic Advertising: Automated buying and selling of digital advertising inventory through real-time bidding systems and algorithmic decision-making processes. This technology enables advertisers to purchase ad placements across multiple websites and apps instantly, optimizing campaigns based on audience data, performance metrics, and budget parameters.

Inventory Management: The process of organizing, categorizing, and optimizing available advertising space across digital properties to maximize revenue potential and advertiser satisfaction. Publishers use inventory management tools to control ad placement, set pricing floors, manage demand sources, and ensure optimal fill rates across their digital assets.

Compliance Requirements: Legal, regulatory, and platform-specific obligations that advertising participants must fulfill to maintain access to advertising services and avoid penalties. These requirements encompass data privacy regulations, content restrictions, technical specifications, and reporting obligations that vary by jurisdiction and platform.

Beta Features: Experimental functionalities released to limited user groups for testing and feedback collection before general availability. These features often lack comprehensive support documentation and may contain unforeseen issues, allowing platforms to refine functionality based on real-world usage patterns and user feedback.

Technical Implementation: The process of integrating advertising technology solutions into existing digital infrastructure, including code deployment, API configuration, data integration, and system optimization. Proper technical implementation ensures advertising functionality operates correctly while maintaining website performance, user experience, and data security standards.

Summary

Who: Google Ad Manager partners and publishers utilizing the Ad review center functionality for creative content management.

What: Updated Partner Guidelines prohibiting the use of advertising creatives from the Ad review center for machine learning model training while maintaining review and approval capabilities.

When: Effective July 21, 2025, with immediate implementation requirements for all Ad Manager partners.

Where: Google Ad Manager platform's Ad review center interface and associated creative management workflows.

Why: To establish clear boundaries for creative content usage while addressing growing concerns about data utilization in artificial intelligence training processes within the advertising ecosystem.