Device Targeting (Tactic Editor)

On the Device tab in the Tactic Editor, choose which devices the tactic targets. Device targeting gives you control over the environment where users see your ads.

Very detailed device targeting using advanced settings can limit the number of impressions that the tactic bids on.

Inventory

Target browsers and apps 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 http://m.abcxyz.com and sites designed for desktop browsers that are viewed on a mobile device.

  • Other: Desktop apps, TV apps, and so on.

If the tactic uses bid multipliers, set the bid multiplication factors for each inventory type.

Device

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 on devices that have set up their browsers to block cookies.

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 turn on cross-device support for the tactic, the DSP uses cross-device data to expand the reach of the first-party audiences that the tactic uses. A CPM fee applies.

See Cross-Device Support for more information.

Advanced Settings

Advanced device targets are set to all by default. Very specific device targeting may limit the number of impressions available for the tactic to bid on.

Carrier, Make & Model, Connection

If the tactic includes mobile inventory, target mobile users on specific carriers, device brands and models, and mobile connections (such as Wi-Fi only).

To target carriers, makes and models, and connections:

  1. On the Device tab in the Tactic Editor, select Edit next to Carrier, Make & Model, Connection.

  2. On the Carrier tab, select the mobile carriers that you want to target. By default, the list of carriers is determined by the tactic's location targeting rules. Turn on Show carriers outside Location targeting to view all carriers.

  3. On the Make & Model tab, select the specific devices that you want to target (for example, iPhone 8).

  4. On the Connection tab, select the type of mobile connection that the targeted devices use:

    • Mobile Data

    • Wi-Fi

    • Unknown

  5. Select Close to return to the Device tab.

OS, Version

Target users on devices with specific operating systems.

To target operating systems and versions:

  1. On the Device tab in the Tactic Editor, select Edit next to OS & Version.

  2. Select the operating system that you want to target.

  3. If you want to target specific operating system versions, enter the minimum and maximum version numbers. The tactic targets all versions that fall within that range.

    1. On the targeted OS, hover over the min version number, then select Edit [].

    2. Enter the minimum version number.

    3. Hover over the max version number, then select Edit [].

    4. Enter the maximum version number that you want to target.

  4. Select Close to return to the Device tab.

Browser, Language

Target users on specific browsers (like Chrome, Safari, or Firefox) and browser languages.

To target browsers and languages:

  1. On the Device tab in the Tactic Editor, select Edit next to Browser, Language.

  2. On the Browser tab, select the internet browser that you want to target.

  3. On the Language tab, select the language that you want to target. This refers to the language setting for the user's browser. If you want to target websites that are in a particular language, use contextual targeting.

  4. Select Close to return to the Device tab.