For years, advertisers have expressed frustration with Google’s Search Partner Network (SPN), a vast ecosystem of third-party sites where Google Search ads can appear. Despite its scale, SPN has often been criticised as a “black box” that offers little to no visibility into where ads were served.
In August 2025, Google finally introduced full site-level transparency. Advertisers can now see site-level impressions for Google Ads Search, Shopping, and App campaigns. This update finally shows them a clear picture of where their ads are appearing.
What’s New: Site-Level Reporting for SPN
Google announced the news in a blog and wrote, “Full placement reporting for the Search Partner Network (SPN) is now available for Search, Shopping, and App campaigns.” The update provides advertisers with site-level impression data across the SPN, similar to placement reports already available for Performance Max campaigns.
According to Google, here are the key benefits of this feature:
- Directly responds to advertiser feedback on where ads are running
- Unlocks site-level impression reporting for more visibility
- Gives advertisers enhanced control and deeper insights into how Search ads are distributed across the SPN
How It Works
Similar to placement reporting for Performance Max campaigns, you can now determine exactly where your ads are appearing on the SPN for all your Search, Shopping, and App campaigns.
Here’s how:
- Reports list all SPN sites where ads appeared.
- Impression data is shown at the site level (not just aggregate).
- Works like Performance Max placement reporting, now expanded to SPN.
Advertisers can now pinpoint which SPN sites are delivering value, which are not, and which might pose brand-safety concerns.
Why This Matters: Control, Safety, and Performance
Transparency in SPN has been a top advertiser demand for decades. Until now, decisions to opt in or out of SPN were often driven by skepticism about traffic quality.
With this update, advertisers gain three key benefits:
Audit Brand Suitability
- Advertisers can now review every site where their ads appeared.
- This enables brand safety checks and alignment with company values.
Optimise Spend
- Site-level impression data reveals which placements drive performance.
- Marketers can cut wasted spend and double down on effective SPN sites.
Improve Campaign Control
- Transparency gives advertisers confidence in SPN participation.
- Campaign optimisation becomes data-driven, not assumption-driven.
The Bigger Picture: Recent SPN Advancements
This new reporting feature is the latest in a string of SPN-focused improvements over the past 18 months:
Key Updates Leading Up to August 2025
April 2025 – Pre-Screen Brand Safety Solution
- Third-party partners like DoubleVerify, IAS, and Zefr provide curated exclusion lists for SPN campaigns.
- Improved location-targeting reduces wasted spend from misaligned clicks.
February 2025 – Smart Bidding Upgrade
- Enhanced algorithms improve ROI and targeting accuracy for SPN traffic.
2023–2024 – Ongoing Suitability Enhancements
- Default opt-out of parked domains.
- Stronger content suitability tools across Display, YouTube, and SPN.
- Stricter monetisation requirements for SPN publishers.
These updates collectively show that Google is committed to making SPN more transparent, brand-safe, and performance-driven.
What Advertisers Should Do Next
With site-level reporting now live, advertisers should take immediate steps to make use of the new transparency:
- Run Placement Reports: Identify where ads are appearing across SPN.
- Audit Brand Safety: Cross-check placements against internal or third-party exclusion lists.
- Analyse Value: Measure which SPN sites drive conversions, and optimise spend accordingly.
- Test With Smart Bidding: Pair transparency with Google’s enhanced bidding systems for better ROI.
Bottom Line: A Turning Point for SPN
After years of opacity, Google has finally given advertisers what they’ve been asking for: clear visibility into Search Partner Network placements.
This move doesn’t just answer a longstanding request. It could mark a turning point for SPN adoption. Advertisers now have the transparency and control to participate with confidence, audit brand suitability, and maximise value from SPN traffic.
For advertisers, the message is clear: it’s time to take a fresh look at SPN.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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