Environment: Device Types, Browsers, Platforms, and Connection Types

For the complete campaign setup process, refer to the Campaign Setup Guide.

Overview

The Environment step controls where your ads can physically appear — which hardware, software, and network conditions are eligible for bidding. It sits between Geo Targeting and Inventory in the line item setup wizard because it narrows your audience from location down to device context before you choose which publishers to bid on.

Getting environment settings right directly affects reach, cost, and performance. Targeting only smartphones on a CTV campaign means zero impressions. Leaving all browsers selected when your landing page breaks on Firefox wastes budget. This step ensures your ads only compete in auctions where they can actually deliver value.

The options you see on this page are automatically filtered by your campaign type. Display campaigns show desktop and mobile web devices; CTV campaigns show smart TV hardware; In-App campaigns show mobile devices with connection type controls. This filtering is driven by the same CAMPAIGN_TYPE_MAPPINGS that configure your entire line item — you cannot accidentally target a device that does not match your campaign's environment.

Device Types

Device types define the hardware category of the user's device. At least one device type must be selected — this is the only required field in the Environment step.

Available Devices by Campaign Type

Why It Matters

Device type affects both the user experience and the bid landscape:

• Desktop and Laptop — Larger screens, higher viewability for display banners. Users are typically in lean-forward, task-oriented mode. Often delivers lower CPMs than mobile.
• Smartphone — The highest-volume device category. Reaches users throughout the day but screen size limits creative impact. Strong for retargeting and location-based campaigns.
• Tablet — Sits between desktop and mobile in both screen size and user behaviour. Lower volume than smartphones but often higher engagement rates.
• TV devices (Console, Media Hub, TV) — CTV-exclusive. Premium inventory with household-level reach. Higher CPMs but strong brand-safety characteristics and near-100% completion rates for video.

Tip: If your campaign targets both smartphones and tablets, select both. Excluding one narrows reach significantly — especially for In-App campaigns where tablet usage patterns differ from smartphones.

Browsers

Browser targeting lets you optionally restrict your ads to specific web browsers. This section applies to all campaign types but is most relevant for Display and Video, where ads serve in browser environments.

Available Browsers

When to Use Browser Targeting

Leave browser targeting empty (the default) to target all browsers. Only restrict browsers when you have a specific reason:

• Landing page compatibility — If your landing page does not render correctly in specific browsers, exclude them to avoid wasted clicks
• Creative format support — Some HTML5 features behave differently across browsers
• Audience segmentation — Safari users on iOS devices represent a distinct demographic from Chrome users on Android; separating them into different line items allows independent bid optimisation

Note: Browser targeting is less meaningful for CTV and In-App campaigns, where ads serve inside apps rather than browsers. The options still appear but have minimal practical impact.

Platforms and Operating Systems

Platform targeting lets you control which operating systems your ads can serve on. Like device types, the available platforms are filtered by campaign type — you only see options relevant to your chosen environment.

Available Platforms by Campaign Type

Display and Video

In-App

CTV

Why Platform Selection Matters

Platform targeting is optional, but strategic use can improve campaign performance:

• iOS vs Android cost differences — iOS inventory typically commands higher CPMs due to smaller supply and higher user purchasing power. If budget is constrained, focusing on Android can extend reach.
• CTV platform fragmentation — The CTV ecosystem is fragmented across dozens of operating systems. Selecting specific platforms lets you align with where your target audience actually watches — for example, Roku OS dominates in the US while Android TV leads in Europe.
• Fire OS dual role — Fire OS appears in both In-App and CTV campaign types because Amazon devices span tablets (In-App) and streaming sticks (CTV).

Tip: If no platforms are selected, the platform defaults to "No platforms available" for campaign types that have no applicable OS options. This is expected — not all campaign types require platform-level targeting.

Connection Types

Connection type targeting is only available for In-App campaigns. It controls which network conditions are eligible for bidding.

Available Connection Types

When to Use Connection Targeting

• Video creatives in In-App — If your In-App campaign includes video ads, consider targeting WiFi only to ensure smooth playback without buffering on slow mobile connections
• High-bandwidth creatives — Rich media or interactive ads that require fast loading benefit from WiFi targeting
• Data cost sensitivity — In markets where mobile data is expensive, WiFi-only targeting can improve user experience and reduce bounce rates
• Location signal quality — WiFi connections provide less precise location data than cellular. If your campaign relies on hyperlocal GPS targeting, mobile connections may deliver better location accuracy

Leave all connection types selected (the default) unless you have a specific performance or creative requirement.

How Campaign Type Drives Environment Options

The environment page does not present the same options to every campaign type. Here is a summary of what is visible and configurable for each:

All filtering happens automatically based on your campaign type selection. You cannot override these filters — they exist to prevent misconfiguration.

Quick Reference

Related Pages

• Campaign Types — How your type selection drives environment options
• Geo Targeting — Configure geographic targeting (previous step)
• Inventory — Select sellers and deals (next step)
• Campaign Setup Guide — Complete 10-step walkthrough