Twitter has updated its ads platform to allow advertisers to target mobile users based on their OS version, specific device, and whether they’re on Wi-Fi.

The move should make for some interesting new ad strategies. Handset makers could use the new features to reach out to users on competing devices in hopes of convincing them to switch. Meanwhile, app marketers will benefit from selecting only compatible devices for their ads.


Previously, Twitter supported ad targeting only by mobile operating system.

Alongside the new targeting options, Twitter is updating its ad analytics to include granular reporting based on device segmentation.


In the run-up to last week’s IPO, Twitter upped its focus on revenue and advertising. Today’s updates follow that thread by providing additional flexibility and data for advertisers interested in reaching Twitter’s 220 million active users.

Enhanced mobile targeting by device, OS version, wifi [Twitter blog]

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