Targeting
Mobile advertising is best known for its geographic targeting capabilities. However, like desktop and laptop advertising, mobile advertising is also able to reach a desired audience using run of media, inferred data, and registration data.
The key difference between mobile targeting and desktop and laptop targeting is the ability to target by mobile or tablet device. Targeting by device is necessary within the mobile and tablet environment because each device has different ad specifications and internet capabilities. Marketers need to create different ad sizes to be compatible with each targeted device.
For example, if the banner ad is promoting an iPhone only app, the marketer must ensure that they are only advertising on devices that support their product.
Mobile operating System targeting
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