Platform & device targeting

This guide will show you how to add platform and device targeting to ads. You will learn:

  1. How platform and device targeting works
  2. How to create a platform or device target
  3. How to assign a platform or device target
  4. How to set up paired-zone targeting for email and VAST ads

How platform targeting works

Apps and browsers have an identifying string called a user agent that contains information about the device and operating system on which they are running. This is also how browsers identify themselves. AdButler uses the user agent provided by the viewer's device to target ads by platform (mobile device or desktop computer), device, or both.


Step 1: Create a platform or device target

  1. Click on Targets in the left navigation menu to go to the Targeting menu.
  2. Click Manage Platform Targets. The Platform Targets subsection will appear.
  3. Click Add New. The New Platform Target window will appear.
  4. Give the target a name.
  5. Specify the targeting parameters. You can enable one or multiple parameters at once.

  1. Click Save Target.
If you want to cover multiple devices with the same target, use the asterisk (*) as a wildcard in the Add Pattern field under Mobile/Tablet Device. For example, typing Samsung*LTE will make the target look for Samsung devices with LTE in their names.
You can also create a platform or device target while creating a new ad item. However, creating and saving a target in the Platform Targets subsection will make it easier to apply it to multiple ad items.

Step 2: Assign the platform or device target

  1. Go to the appropriate publisher or campaign dashboard.
  2. Click Add New under the Ad Items table then select the ad item type. The New Ad Item settings will appear.
  3. Choose the serve method. The rest of the settings will appear.
For new VAST ad items, click on the Scheduling tab to see the serve method and targeting settings.
  1. Scroll down to the bottom of the settings then click Targeting to expand the targeting settings.
  2. Select the target you made in Step 1 in the Browser & OS dropdown menu.

  1. Click Save after configuring all settings.

Set up paired-zone targeting in email and VAST ad zones

Advertisers often have both mobile and desktop variants of the same ad. For image, HTML5, rich media, or programmatic ads, you can simply create a Standard ad zone and set its size to Dynamic.

For email and VAST ad items, you can use platform targeting to stack two ad zones - one for each platform - then set it so that only the ad corresponding to the viewer's platform will appear. This also allows you to keep mobile and desktop stats separate, and properly track your users.

  1. Create two targets - one for mobile and one for desktop - as shown in Step 1.
  2. Assign each target to their respective ad zones as shown in Step 2.
  3. Place both zones in your email template or video player using AdButler's asynchronous JavaScript tags.

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