Device targeting has become an integral part in ad serving today as most advertisers want to target their competitors’ high-end mobile devices customers and lure them to buy their own high-end products. The feature also enables advertisers to show ads on specific devices of a particular manufacturer.

How it works

  • The Device Targeting option is available under the Targeting section.
  • When a user clicks on the Device Targeting tab, it allows the user to target a specific device/manufacturer when trafficking ads.
  • A user can target high-end devices like tablets, smartphones and feature phones among others
  • A dropdown list shows the different manufacturers/models that can be targeted.
    Note: All major manufacturers/models are supported by this new feature.
  • A user can target to a specific manufacturer or model of that manufacturer
  • At a given point of time multiple manufacturers/models can be targeted

Different Targeting Scenarios

The below table explains in detail the different scenarios and how the device targeting feature works.

Ad Targeting Scenarios Action
Target a specific manufacturer The ad will be served on all the models of that manufacturer
Target specific model of a manufacturer The ad will be served only on that particular model of the manufacturer
Target multiple manufacturers / models The ad will be served on all of the targeted manufacturers / models
Target a tablet The ad will be served on all the devices that fall under tablet category
Target Apple iPhone and tablet category   The ad will not serve as iPhone does not come under the tablet category
Target a manufacturer but exclude a particular model The ad will be served to all the models of the selected manufacturer except the one that has been excluded

Currently, there are only two targeting options in Device Targeting – Manufacturer / Model.

A user can target different manufacturers and models of the selected manufacturer.

  • Example 1: If an ad is targeted to manufacturer “Samsung” then it will serve on all Samsung devices.
  • Example 2: If an ad is targeted to multiple manufacturers (Samsung, Apple, Sony etc) then the ad will serve on all devices of Samsung, Apple and Sony.

The values (Samsung, Apple, Sony etc) within manufacture/models serving criteria is OR. If an ad is targeted to multiple manufacturers/models, it will serve on the devices, provided it matches either the targeted manufacturer or model.

Targeting Device Categories

A user can target different device categories such as tablets, smartphone, desktop, etc.

  • Example 1: If an ad is targeted to “Tablet” then it will serve only on devices that falls under the tablet category.
  • Example 2: If a creative is targeted to multiple categories “Tablet” and “Desktop” then it will serve on devices that fall under the tablet OR desktop category.

It means values (tablet, desktop, smartphone etc) within category serving criteria is OR i.e If a creative is targeted to multiple categories, then ad will serve on the device, provided it matches a targeted category.

Multiple Entities

When a creative is device targeted to multiple entities[Manufacturer/Model and Category]

If a device is targeted to multiple entities serving criteria across entities will be AND. In short serving criteria across entities is AND but within an entity is OR.

  • Example 1: When a creative is targeted to Manufacturer/Model “Samsung” and Category “Tablet” than it will serve on all devices that fall under “Samsung” and “Tablet” category.
  • Example 2: When a creative is targeted to Manufacturer/Model “Samsung” model “Samsung S5” and Category “Tablet” than it will never serve as Samsung S5 does not fall under the Tablet category.
  • Example 3: When an ad is targeted to Manufacturer/Model “Samsung” and “Apple” and Category “Tablet”, then it will serve ONLY if the Manufacturer is either Samsung OR Apple, and the device falls under tablet category.

Excluding a Device from Multiple Entities

When a creative is device excluded to multiple entities [Manufacturer/Model and Category]. If a device is excluded from multiple entities serving criteria across entities will be AND.

  • Example 1: When a creative is excluded from Manufacturer/Model “Samsung” and Category “Tablet” then it will NOT serve on all devices that fall under Samsung AND the Tablet category.
  • Example 2: When a creative is excluded from Manufacturer/Model “Samsung” model “Samsung S5” then it will NOT serve on “Samsung S5” but will serve on other models of Samsung.
  • Example 3: When a creative is excluded from Manufacture/Model “Samsung” and “Apple” apart from this it is also targeted to Category “Tablet” then in this case it will serve ONLY if:
    Manufacturer is NOT Samsung and device falls under tablet category
    OR
    Manufacturer is NOT Apple and device falls under tablet category

Device, Geo Targeting

If a creative is targeted to a particular device and geographical region (example: the US) then the ad will serve ONLY on devices that belong OR are from USA, apart from device targeting values taken into consideration.

In short a creative that is device targeted along with some other targeting[geo, keyword, Day/Time etc] than serving criteria is AND. It will serve if device targeting criteria is met and also the other targeting criteria.

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