Targeting is a marketing mechanism that allows you to select a target group of users from the entire Internet audience that meets certain criteria and display advertising materials to the chosen group. There are different types of targeting.


Technology that allows you to manage the geography of your ad displays. It uses user location data.

Geotargeting implies the possibility of targeting specific streets, districts, cities, regions, countries. For example, for a large chain of stores, targeting specific cities is relevant, while for a bakery chain, one city block is relevant. Setting up any advertising campaign involves the presence of geo-targeting.

Platforms:Accessible for all platforms


A kind of geotargeting that allows for targeting of a specific point
with a small radius (up to 100 m)

This is the most relevant option to for attract customers to a specific point of sale. For example, a restaurant advertisement can be shown to residents of a certain area or to everyone who is currently on the same street

Platforms: Facebook / Twitter / MyTarget / most major advertising networks


Targeting devices that support specific operating systems

It is relevant for products designed for a certain OS. For example, for a gaming application available on Android 4.0 or higher. This type of targeting is required when setting up advertising – campaigns for applications.

Platforms: Facebook / Google Adwords / Bing! Ads / Yandex / Twitter / MyTarget most major advertising networks.

Manufacturer / Model of the device

This targeting option allows to find users of devices made by specific manufacturers / users of the exact phone model.

This option shows great results for applications, especially games. It gives you the opportunity to gather data separately for each model of the device and filter out devices that are incompatible with the application. It works well to promote products and services of the premium segment. It is often used to search for a paying audience. To do this, select the expensive recently released models in the settings.

Platforms: Facebook / Google Adwords / Bing Ads / Yandex / Twitter / MyTarget / most CPI-networks.

Device type

Targeting by device type. It allows you to show ads of applications designed for aparticular device type, such as a tablet.

It is vital for products and services intended for use on a particular type of device. For example, many banks have developed a separate version of the application for the tablet.

Platforms: myTarget / Facebook / Google Adwords / Yandex / Twitter / most major advertising networks

Website content

An option that allows you to find users who visit websites and / or use applications of a certain subject

It is used to find the most interested audience. It assumes a fairly wide coverage and needs additional targeting to be effective. It also allows the display of adverts in applications of your competitors.

Platforms: Google Adwords / Twitter / most major advertising networks

Targeting by interests

It means targeting users with specific interests. The platforms use user’s cookie files: the subject of visited sites,previous search queries, the frequency of visits to resources with needed and similar content, etc.

It is effective when it is necessary to cover a large number of users belonging to different segments of the target audience. For example, services for tourism aggregators should targeted to “Travel” interest.

Platforms: Facebook / Google Adwords / Yandex / Twitter / myTarget / most major ad networks

Targeting by social and demographic parameters

Key parameters for audience segmentation: gender, age, date of birth, marital status, interests, level of education, occupation, place of work, income level, group membership, payment history in social networks.

This targeting option is useful for products designed for a particular gender, age, position, marital status, etc. If the audience of the product is much wider, each segment of the target audience should be shown a separate line of creatives.

Platforms: Facebook / Google Adwords / Yandex / Twitter / MyTarget / some ad networks / this targeting option is launched in beta-mode in a number of platforms

Language Targeting

Setting up advertisement display for users with a specific device and / or browser language.

It is relevant if the product is targeted at users from a certain country, to attract tourists, expats and emigrants. It allows not only to limit the audience, but also to expand it. It is important to remember that many Russian-speaking users use devices with English as the main language.

Platforms: Facebook / Google Adwords / Yandex / Twitter / most major ad networks

Targeting installed apps

Technology that allows you to show ads to the users who have certain applications installed on their devices

Helps to deepen mobile interest targeting and find an audience that uses the applications of your competitors and other counterparties. In advertising materials that run with this targeting, you need to demonstrate to the target audience that your service is better / more functional / more innovative than the applications that users already use.

Platforms: Facebook / some DSP


A mechanism that allows you to find users that are similar to your target audience / customers / users / site visitors, etc.

Targeting provides an opportunity to increase the reach of an advertising campaign and show ads to the interested users not covered by other targeting. With this option, you can create personalized adverts for the target audience.

Platforms: Facebook / Twitter / MyTarget / some of the advertising networks


The choice of specific mobile platforms (applications and sites), where the ads will be displayed.

Effective for finding audience interested in the subject matter of the application and related areas. When placed on premium sites, it positively affects the image of a serious and expensive product. In addition, such targeting makes it possible to show adverts in the applications of the competitors.

Platforms: Google Adwords GDN / Major DSP / SSP


Targeting, excluding specific mobile platforms (apps and sites)

The targeting is used to exclude placements that have previously shown poor results. Also, it allows you to prevent the display of ads on those platforms that may have a negative impact on the image of the advertiser.

Platforms: Google Adwords GDN / Major DSP / SSP

Keyword targeting

Targeting, excluding specific mobile platforms (apps and sites)

Targeting by this mechanism works similarly to contextual advertising.

Platforms: Google Adwords / Yandex Direct / Twitter