Facebook is rolling out device targeting to its Mobile App Ads platform, allowing advertisers to segment users by handset model, OS version and how users are connected to the internet. The update is being rolled out to advertisers over the next few days.
An obvious use for this feature would be to prevent ads being served to users, for apps that are incompatible with their phones. However Facebook have also suggested that advertisers could determine if disproportionate levels of income are generated by users of specific phones and target them directly.
Yesterday, Facebook’s latest quarterly results revealed that 62% of all the company’s ad revenues came from its mobile platform.