OS targeting allows advertisers to target to users that use a specific operating system on their device. It also allows marketers to target specific versions of each operating system.
It can be used for desktop or laptop computers (Windows, Mac OS, Linux) but it is especially precious for mobile devices.
Most common users of OS targeting are app, game or software designers.
It allows advertisers to prevent audience waste - if you sell iPhone accessories you don’t want advertise to Samsung users - or to personalize messages and offers. Obviously it can also be used for comparative advertising by targeting competition device users.
Os targeting is one of several forms of technographic targeting.
OS targeting on AdWords platform:
Se also device and browser targeting.