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About device targeting settings

For Display campaigns, you can target specific device types, operating systems, models, and ad inventory, as well as carriers and wireless networks. Some of these advanced mobile and tablet options aren’t available for other campaign types.


Say you're trying to reach users who are on Mobile Carrier X who might want jazz music for their ringtones. With carrier targeting, you can create a message in your ad that's a lot more focused: "Jazz Ringtones for Mobile Carrier X."

Before you begin

Keep in mind, some "Display Network only" campaigns are already optimized for mobile: mobile app promotion ads will only show on mobile devices. However, you can still set bid adjustments for tablet, mobile phones, and desktop computers under "Settings" in the "Devices" section. If you select all, the setting will say your ads will "Always show on" the device type. This means your ads will be eligible to show in all available ad spaces on that device type.

Devices and ad inventory

You can set your campaigns to run in ad inventory (spaces publishers open up to ads) that is specific to certain types of device. 

Computers: These are desktop or laptop devices with screens larger than 7" in diagonal. The inventory for computers isn't classified the same way as on other mobile devices, so the default is "All inventory". 

Mobile phones: These are hand-held devices that include a phone. If you select all of the options,  your ads will "Always show on mobile" inventory. The types of ad inventory include:

  •  "Mobile app"
  • "Mobile app interstitial"
  • "Mobile web"  

Tablet: Tablets are mobile devices that don't necessarily include a phone. Their ad inventory includes: 

  • "Tablet app"
  • "Tablet app interstitial"
  • "Tablet web"
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