New Facebook mobile ad placement options: operating system and device

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By Brittany Darwell

Facebook has introduced new mobile ad placement options to Power Editor, allowing advertisers to designate that their ads be shown on a particular mobile device or operating system.

Previously, advertisers could use broad category targeting to reach users who have a specific device or mobile OS, but there wasn’t a way to guarantee placement on a particular device. For example, an advertiser who targeted iPad users and selected mobile placement might have ended up reaching a user while they were using an iPhone. Facebook solved this with new placement options when it rolled out mobile app install ads two weeks ago. A reader notified TechCrunch on Tuesday that these options were added to Power Editor, an advanced version of the Facebook self-serve ad tool.

As seen below, advertisers can select placement on iOS or Android, and among device types they can choose iPhone, iPod or iPad. With broad category targeting, advertisers have more detailed options, including specific generations of Apple devices or different brands of Android devices. We discussed some of these in our introduction to Facebook mobile ads here.