We are making some pretty major changes and exciting additions to our ad targeting user interface in the coming week. We have added the ability for advertisers to use our self-serve CPC interface to target ads to specific handsets. We use an extensive device database of more than 4,500 devices from over 200 manufacturers for targeting.

This new targeting capability is especially useful for game and application publishers who have developed for a specific selection of mobile devices. We’ve also added the ability to target the Android and Windows Mobile platforms.

As advertisers take advantage of these new targeting options they should keep in mind that it will decrease the total traffic available to them, but may raise their click thru rate (CTR).

Device Targeting
Advertisers can type in the names of the devices they are interested in targeting (ex. Motorola RAZR or Blackberry 8830 or Samsung SGH-i617) into search box on the page. Depending on the search term(s) we will return results as a single line if it’s an exact match or grouped by search term if it’s a partial match. For the partial matches the advertisers will need to review all hits and select only those they really want. Once the advertiser finishes reviewing the devices, they simply need to click “Add.” They can see the devices they have chosen to target in the “Your Targeted Devices” table on the ad creation/edit page.

New Manufacturer Platforms
Advertisers can now target ads to the Windows Mobile and Android platforms.  These options can be found by selecting the “By Manufacturer” radio button of the “Manufacturer/Device” subsection.

These are big changes that many of our self-serve advertisers have been asking for. We are excited to push them live and have everyone start giving them a try.

Basil Hashem
Senior Director, Platform Products