If you're running ads on iPhones and other mobile devices with full internet browsers, you can now target specific mobile devices or carriers -- includes landing pages optimized for a specific device, billing relationships with certain carriers, or mobile apps developed for a specific platform. For e.g., if you sell iPhone cases, you can use device targeting to ensure that users with Android phones won't see your ads. Also making sure that ads linking to mobile app downloads will automatically appear only on devices that offer those apps. Plus, the ad will display a 'Download' link instead of a URL. Simply include 'itunes.apple.com/' or 'market.android.com/' followed by app name in the ad's visible URL, and it’ll automatically display as 'Download iPhone App' or 'Download Android App.'