Technology and devices targeting

Last updated on April 12, 2018

While you are setting up or editing a line item, you can set technographic targetingA targeting dimension that describes the technologies a user employs in their computing environment, such as their computer’s operating system. Also referred to as “technology and devices targeting.” to identify the most relevant audience.

This type of targeting includes technographic aspects of an impressionA single display of an ad on a web page, mobile app, or other delivery medium. For deals, impression is a metric to relay the total number of ads that have served. See also billable impression, forecasted impressions., such as the user's operating system, browser, or device. To target the technologies in the user's web environment, such as their operating system, OpenX typically derives information from the browser's user agent string, but the method of observation may vary by delivery mediumThe manner in which an end-user is exposed to ad inventory, such as web or mobile..

Learn more about Selecting targeting criteria.

Technology and devices targeting options

Targeting dimension Operators Options

API Frameworks

  • equals

  • does not equal

Select one or more API frameworks to target or block.

  • equals

  • does not equal

Select one or more browsers to target or block.
Connection Speed
  • equals

  • does not equal

Select one or more connection speeds to target or block, as follows:

  • high (such as OCX, TX, and frame relay)

  • low (such as dialup or mobile wireless)

  • medium (such as consumer satellite, DSL, cable, fixed wireless, and ISDN)

  • unknown

Connection Type
  • equals

  • does not equal

Select one or more connection types to target or block.

CookiesSmall text files sent from a web server to a browser, then returned by the browser each time it logs on to that server. Advertisers use cookies to monitor the number of ads that have been shown to a visitor, while they are used by websites to gauge numbers of unique visitors.

  • accepted
  • not accepted

Targets or blocks specific user cookies.


  • equals

  • does not equal

Select one or more devices (such as cell phones or tablets) to target or block.

Device ID

  • Ad Tracking Enabled

  • Ad Tracking Limited

Targets or blocks based on whether there is a device ID and ad tracking is enabled.

Device Type

  • equals

  • does not equal

Targets or blocks a specific device type.

  • equals

  • does not equal

Select one or more languages to target or block. Language targeting is based on the user's browser language.
Mobile Carrier
  • is any of

  • is not any of

  • is WiFi only

Select one or more mobile carriers to target or block.

Note: You can target or block devices or mobile sites based on their mobile carriers (for devices) or a mapping from the IP address to a mobile carrier (for mobile websites), such as AT&T or Verizon, or devices connected via wireless internet. OpenX obtains this information from the crr parameter in the mobile ad request, which provides a Mobile Country Code-Mobile Network Code tuple (MCC-MNC).

  • equals

  • does not equal

Select one or more operating systems to target or block.
Screen Resolution
  • equals

  • does not equal

Select one or more screen resolutions to target or block.
User Agent
  • begins with

  • contains

  • does not begin with

  • does not contain

  • does not end with

  • does not equal

  • ends with

  • equals

Type the user agent information that you want to target or block.

Once you've chosen your targeting criteriaThe rules that define how a creative should be targeted for delivery to viewers. There are several types of targeting criteria: audience targeting, custom targeting, geographic targeting, inventory and content targeting, screen type (delivery media) targeting, and technology and devices targeting., continue creating or editing your line itemThe primary unit of execution for an order, which represents a specific inventory purchase and the required conditions for ad delivery., as necessary. Alternatively, specify other targeting dimensions.

This topic applies to Ad Server. This topic applies to Ad Exchange. This topic applies to Programmatic Direct. This topic applies to SSP. Most SSP activities are completed by OpenX.