In video advertising, device targeting refers to the process of delivering video ads to specific devices, such as desktops, laptops, tablets, and mobile phones.
Device targeting in video advertising enables advertisers to reach their intended audience effectively. Advertisers can target their video ads based on various device-specific parameters, including device type, operating system, screen size, and connectivity type, among others.
For example, an advertiser may choose to target their video ads to users who are watching videos on their smartphones with 4G connectivity. By targeting specific devices, advertisers can ensure that their video ads are delivered to the right audience on the devices they use frequently.
Moreover, device targeting can also help advertisers to optimize their ad formats and ad creatives for specific device types. Advertisers can create different versions of their video ads that are optimized for different device types to ensure that their ads are displayed correctly and their impact is maximized.
Overall, device targeting in video advertising is an essential component of a successful video ad campaign, as it enables advertisers to reach their target audience effectively and optimize their ad formats and creatives for specific devices.
Synamedia Iris Ad Manager supports various targeting options for your campaigns and line items. Such targeting helps you to determine how and where your ads are being served. Targeting narrows down who sees your advertisements and helps your advertisers to reach their intended audience.
In Iris Ad Manager, you can apply targeting by using the targeting picker. The targeting picker is available in the campaign and line items.
Device targeting is supported in both programmatic and direct campaigns in Synamedia Iris Ad Manager.
The device targeting feature enables targeting a line item for a specific device. The device targeting can be done in three different independent levels:
Targeting by device type: This limits the line item to one or more of the following: smartphone, Connected TV, tablet, and desktop. The operator can choose one or more devices at a time.
Targeting by device vendor: This limits the line item to a list of vendors (for example, Apple/Samsung). The list can be included or excluded.
Targeting by specific device model: For each vendor, the user can list specific device model to include in or exclude from targeting.
The different targeting categories can be grouped in a targeting relationship (for example, just like an AND operator as in Apple and iPhone). A device can be targeted only if it meets the criteria for all the categories. For example, if the device type is TV and the vendor is Samsung, then only Samsung Smart TVs will be targeted. No other Smart TV or Samsung device will be targeted.
When adding a campaign, the campaign ingest service in Synamedia Iris will verify the following:
Whether device type targeting is part of the pre-defined targeting types.
Whether device vendors’ targeting appear in the devices DB.
Whether device names appear in the devices DB.
There will not be any additional checks on the validity of data. For example, if the device type is defined as a TV and the device vendor is defined as Nokia, then no device will be targeted. Iris Ad Manger uses the user agent header from the ad request to identify the device manufacturer and device models. A third-party library is used to map the user agent with the specific device.
Note: Because Apple has chosen not to reveal the device name within the user agent string, it is not always possible to determine the specific model of an Apple device. Iris Ad manager will identify an iPhone but will not always tell you the exact iPhone model.
