Control which devices your tactic targets on the Device tab.

Device targeting gives you fine-tuned control over the environment where users can see your ads. Keep in mind that very detailed device targeting, particularly with advanced settings, can severely limit the number of impressions your tactic bids on.


Enable browser and app targeting on desktop, mobile, or both.

  • Desktop Web: Websites viewed on a desktop.

  • Mobile App: App inventory from any mobile device.

  • Mobile Web: Websites viewed on a mobile device (including sites optimized for mobile like and sites designed for desktop browsers that are viewed on a mobile device).

  • Other: Desktop Apps, TV Apps, etc.

Note: If your tactic uses bid multipliers, you can set bid multiplication factors for each inventory type.


Select the type of device your tactic should target:

  • Desktop

  • Phone

  • Tablet

  • Connected TV

Trackable Devices

Select Target only impressions with a user ID to only target impressions where the mobile advertising ID or DSP cookie ID is available in the bid request.

Selecting this option can affect scale, since it prevents purchasing impressions in devices that have set up their browsers to block cookies.

Tip: Enable cookieless conversion attribution to track conversions in environments where cookies aren't available. See Cookieless Conversions and Using Cookieless Conversions

Cross-Device Targeting

If you enable cross-device support for the tactic, the DSP uses cross-device data to expand the reach of the audiences you choose. A CPM fee applies.

Advanced Settings

Carrier, Make & Model, Connection

If your campaign includes mobile inventory, you can target mobile users on a specific carrier or carriers, using particular device brands and models, via wi-fi or mobile data only.

OS, Version

These options target users with specific operating systems and optionally specific versions. If the campaign targets specific versions, these are expressed in ranges, from one version number to another. All version numbers are integers.

Browser, Language

These options target users with specific browsers (like Chrome, Safari, or Firefox) and browser languages.

  • To target users with particular browsers, select them on the Browser page.
  • To target by the user's browser language, select specific languages on the Language page. Keep in mind that this feature looks directly at the language setting for the user's browser. If you want to target websites that are in a particular language, use contextual targeting.