You can control which devices your tactic targets.


Device Types

If your tactic should run only on desktops, phones, or tablets (or a particular combination of those, like desktops and tablets), select the types you want.


Select the browsers that your tactic should run on.

Mobile Advertising IDs (IFAs)

In lieu of cookies, iOS and Android provide a mobile advertising identifier (IFA) for advertising tracking purposes in mobile apps. This identifier is called IDFA on iOS and Google (or Android) Advertising ID on Android. If the availability of an IFA is important for your campaign, select Only target device impressions that contain an IFA.

Examples of why you might do this include tracking mobile app installs with a tracking vendor who requires this ID for attribution, or running a measurement study (such as comScore vCE) where this ID is needed. This option only applies to the context of mobile app impressions; if your campaign is also targeting web impressions, it will buy those impressions regardless of the presence or absence of IFA. This allows for campaigns targeting both mobile web and mobile app with tracking pixels that can make use of cookies in the cookie-friendly mobile web environment, but use IFA in mobile app where cookies are not available.

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