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This year, we've seen an increase in the number of AdSense forum discussions, questioning why AdSense ad impressions are not showing on certain sites or pages. Two main reasons have been identified: AdSet file problems with AdSense AND recent changes made by Google to prevent ads from appearing on non-indexed Google pages (Google AdSense Brand Safety Update) .

Below, I will explain the origin of these two problems and offer you comprehensive solutions to solve them. I will explain how to make AdSense ads appear again on pages affected by these two potential issues . Finally, I'll give you some tips to avoid these issues in the future, to prevent any interruption of your AdSense ad impressions.


As I said above, the problem of displaying AdSense ads on certain blogs and sites is related to two main problems.
  1. Problems encountered with the Ads.txt file (an element on which Google has communicated very poorly with publishers)
  2. Non-indexed pages for the AdSense Brand Safety update
However, it is important first to rule out any other (common) problem before addressing these two main issues. I will not dwell on this subject, most of them being rather obvious.

If you suspect AdSense ad impressions because you're seeing a loss of revenue, you may just have lost revenue and traffic that is not related to AdSense ad display. If so, you should check out this blog explaining why advertising revenue may fall .
Other possible causes (apart from the two main causes mentioned above) are AdSense violations or a failure to approve the account . If your AdSense account has never been approved or if you've never seen AdSense ads on your website, there is no way to speed up this process, and you'll have to wait for Google to review your website before you can. monetize your traffic with AdSense.
If your account has been approved and AdSense ads have already appeared on your site, you may encounter some issues with the Google Policy. If you violate these policies, ads may be removed from certain pages ( I mention here the solutions to respect this policy ).

Finally, many publishers have encountered problems with the Google 2-Click Penalty (or Google Doubleclick penalty ). This is something that many publishers do not know  ; however, this affects their AdSense revenue and ad impressions. You can find out more about diagnosing and solving this problem here .
Well. Now that all of this is clear, we can address the two main issues currently faced by most websites. I will start with the Ads.txt file.


I will try to make everything clear on this, unlike Google which has very poorly communicated what the file Ads.txt, what it does and how to take it into account.
example of ads.txt / caption file]

Google is trying to help clean up the online ecosystem and the Ads.txt file is a simple collaborative initiative developed by the IAB, which publishers can integrate to prevent domain-spoofing (a type of industrial fraud) . The Ads.txt file helps the biggest brands (like the New York Times) and the biggest platforms (like Google). Unfortunately, this offers no real benefit to most publishers and AdSense site owners.
Google is putting a lot of pressure on this initiative. They realize that their influence on the market can help protect big brands and advertisers against a certain type of fraud, which costs businesses billions of dollars every year. For example, they push users of their ad products to use their search engine to embed the Ads.txt file in their site.

Google has sent the users of Adsense the above email for this purpose. The language used is rather strong and sometimes confusing once you understand what the file Ads.txt, how it works, and the mandatory nature of its addition by publishers.
To find out what it is exactly the Ads.txt file here (in plain language). I will explain what it is, how it works and who should use it. I will also give you some tips and thoughts on its integration.
However, it turns out that ... ADSENSE EDITORS ARE NOT IN THE OBLIGATION TO INTEGRATE THE ADS.TXT FILE TO THEIR WEB SITE . I apologize for capitalization but this is very important to note, because this is the main reason why many sites have recently encountered problems with AdSense ad impressions.
If you integrate the Ads.txt file incorrectly (globally or for a specific advertiser, such as AdSense / Google), you will no longer be able to display ads on your site, or ads from a specific advertiser. Many publishers were concerned that they would no longer be able to display Google ads if they did not include the Ads.txt file. This is not true. However, this has caused ads.txt files to be incorrectly added by many publishers.

An Ads.txt file determines which ad request sources can display ads on your site. If AdSense / Google is the only advertiser correctly added to your Ads.txt file, it will be the only one able to run ads on your site (and vice versa). Publishers can add as many request sources as they want to their Ads.txt file; however, if they commit a single typing error, even a comma, on the list of file request providers, they will prevent that application provider from running advertisements on their site.
How to find out?  If you have integrated or tried to integrate the Ads.txt file and have problems with the AdSense ad display or you notice a sharp drop in Adsense ad impressions, this could be the cause.
How to solve this problem ? The solution is rather simple. One solution is to completely delete the Ads.txt file, ask Google to index it again (Search Console> Fetch as Google), wait 48 hours and the problem should resolve itself. This eliminates the problem of incorrectly integrating an Ads.txt file (which basically means that you accidentally banned AdSense).
If you are not a big publisher, this is probably the best current option; As I mentioned in this article , the Ads.txt file offers no financial benefit and may pose a risk if you do not integrate it properly. In the long run, you will probably need to be interested because Google could make this mandatory (but nothing has been communicated yet).
Below, you can watch a video of questions and answers about the risks and benefits of the Ads.txt file:

If you are a big publisher or if you think you are a victim of a large-scale domain-spoofing and you want to keep the Ads.txt file on your site, you should check it and make sure that it has been integrated so correct. Do not worry, even the New York Times failed during its integration.
And now, among the problems most currently addressed ... the update AdSense Brand Safety.


Google has finally admitted the existence of this problem. Some publishers have noticed mid-December 2017. Despite this, Google did not recognize a month later.

What happens then? Google has changed its policy to prevent publishers and site owners from serving ads on pages that Googlebot (its crawler) has not indexed or is currently unable to index. This means that if some pages of your site have not yet been indexed by Google, you could see a sharp drop in impressions if these pages are quite well attended.
What does Google say about this? Below you can see a message from AdSense about it.
By following Google's goal to increase brand security for advertisers, AdWords and DoubleClick Bid Manager have adopted a more restrictive bid process for ad requests from non-indexed URLs. This is essential to prevent ads from containing sensitive content.
... Below are some of the reasons why a URL might not be indexed:
You may be using complex parameters or encoding unique URL strings for each visit rather than sending the simpler canonical URL to index. Your URL may represent new content that has not been indexed before your ad requests. This is temporary because your URL will be indexed shortly after your first ad request.
The URL you sent to us manually [Google] may be incorrect because your ad request includes an incorrect format URL. You may have sent the URL containing an iframe with an advertisement instead of the URL of the content page hosting the iframe. (This usually applies to larger publishers). It is also possible that there is a limit for the indexing frequency (the indexing robot rejects our indexing requests). To avoid any potential impact of this change on your revenue, consider the following best practices to ensure that URLs can be properly indexed:
AdSense Publishers, see:
DFP and AdX editors, see
Here are two additional tools that can help you identify the settings you need to make.
Fetch is a Google tool that allows you to test how Google indexes or displays this URL on your site. You can use the Google Fetch as tool to determine if Googlebot can access a page on your site, to see how it displays the page, and to see if a page's resources (such as images or scripts) are blocked by Googlebot. This tool simulates indexing and display similar to Google's standard indexing and display process and is useful for troubleshooting indexing issues on your site. For example, you can use this tool to test whether the Googlebot-Image indexing robot can index the URL of a page you want to block on Google Image Search.

Here is an image illustrating the Google Fetch as function and an illustration of the previously mentioned Robots.txt test tool. These two tools are available on the Google Search Console .

What are the measures to be performed and what are my real options?  Google's policy on this is rather clear. If Google can not index / index a page, you will not be able to serve Google ads on this page (AdX and AdSense). If the no-index and no-follow attributes are present on these pages, AdSense will not display ads on this page. Most publishers will not have this attribute on many high traffic pages, because if Google can not index it, so will it in SERP.
Your options are:
1: Remove the no-index and no-follow attributes from pages that do not display ads (if you have any)
2:  Manually index these pages with Google (if you're not sure why Google did not index them) using the Google Fetch as mentioned above.
3: Ensure that your permalink structure returns the correct canonical URL to the indexing tools. For example, adding additional settings to your site's internal links and modifying URLs could prevent Google from automatically indexing pages and blocking visitor access to AdSense ad impressions. This can occur if an https page does not correctly provide the https attribute in an internal link.
Example: redirects to http: // on a page of your site (you have hard-coded an http link on your site and it does not automatically redirect users to your site site when they click on it)
4: Try using a tool like Ezoic to automatically fill impressions of pages that may not necessarily serve Google ads. Google partners like Ezoic automatically align with Google's policy by preventing Google ads from appearing on non-indexed pages; but if you can not fix it, Ezoic can fill these pages with non-Google ads, which means that publishers can fill the inventory with ad networks ACCEPT these types of impressions advertising.


I hope the above information has helped you better understand why AdSense ads are not showing up on your site and why ad impressions have dropped on some pages. Most of the problems discussed have rather obvious solutions.