Multi-device & proxy targeting

Advertising partners are able to target multiple device categories within the same campaign line, as well as explicitly target Proxy traffic (Apple, Gmail, Outlook, Yahoo).

Feature Capabilities

This feature is available for all paid campaigns:

Option to specifically target proxy traffic.
Ability to target proxy traffic at the country level.
Ability to include/exclude device types, for example to target all proxies except Outlook.
Ability to track campaigns by device and proxy type using the URL Macro [DeviceType] in creative URLs.

Benefits

As an Advertising partner, you now have more granular control and transparency over the targeting of your campaign lines. By adding the [DeviceType] macro into tracking URLs, you can optimize bids down to the email proxy or device.

Traffic that was previously included when you chose Desktop (Gmail, Outlook, Yahoo) or Mobile (Apple) is now directly targetable and can also be optionally excluded. You should see significant improvement in the targeting accuracy of your campaign lines.

Guidance

To help you optimize your campaign lines, you can refer to the views by OS/Device in our backfill network:

iOS: 37%
Proxy (Gmail/Yahoo/Outlook): 34%
Desktop: 28%
Android tablet 1%
Android phone 3%

Other information

To allow the campaign to run on all device & proxy types, leave the Device targeting section empty.
Combination of Proxy and other devices (desktop, phone, mobile, etc.) are restricted to country-level geo-targeting.
- For example, you will not be able to create a campaign line that targets “Desktop” and “Gmail” with a state-level geo-target and/or zip code targeting.
- You can still have one line targeting “Desktop” with state-level geo-targeting and zip codes, and a separate line for “Gmail” with country-level geo-targeting.