The Definitive Guide to Device Targeting for AdTech Platforms
Leveraging device diversity to unlock multi-screen advertising opportunities.
This free 32-page guide breaks down the 8 device signals worth targeting on, the impact of User-Agent Client Hints, and where device intelligence fits into the RTB bid cycle. It covers everything DSPs, SSPs, and ad servers need to improve ad targeting. Learn more by downloading the guide now.
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Trusted by AdTech companies across the globe
8 ways to target a multi-device world
With more privacy controls in place, cookie data alone may not be enough. Device targeting has emerged as a critical way to reach audiences accurately by incorporating information about a device and hints from the user’s context. Our guide walks through eight device data points that make it possible.
Device Type
Determine user devices, e.g. phone/ tablet/Connected TV
Device Make & Model
Identify sepcific device models
Hardware Classification
Segment premium from low-end devices
Device Properties
Screen size, OS, HTML5 support, network protocols
Connectivity Information
Carrier, country, Wi-Fi status, available bandwidth
Device Location
Approximate location via WiFi hotspot triangulation & GPS signal
Mobile Sensors
Accelerometer & compass give user-context
Device Selling Price
A proxy for disposable income & spend propensity
Targeting in the AdTech ecosystem
Fine-grained device targeting helps channels to identify the device behind every impression.
- User-Agent string IDs devices in 99%+ of web cases
- Apps lack a standard device-reporting schema
- Streaming is 43.8% of all US TV consumption
- 68% of advertisers call CTV a critical channel
- Media players often run on generic desktop hardware
- "Contextual Usage" infers hardware from HTTP headers
- User-agents often names only the player library
- Contextual Usage can still flag an "Audio Player"
The numbers behind the guide
30 billion new connected devices in the market by 2030
In the US, 63% of viewers aged 18-24 watch videos on their phone while watching TV
Current global mobile advertising spend
Chrome impressions carry a usable device signal today
Device-centric targeting is the key to successful advertising
Device diversity is accelerating due to Moore's Law, Android's rise, and cheaper cellular data. The key to evolving with this fragmented landscape is understanding the device, its capabilities, and the associated user contexts.
