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OS & OS Version Targeting

OS enables the targeting or exclusion of particular operating systems including the ability to designate specific versions.

1. Within the Targeting tab of the Campaign Builder, the Targeting grid appears. Click on the (plus) sign against each row or object to add in its targeting rules.

2. Scroll down and select OS & OS Version. 

3. To enable targeting the OS versions selected, click on Include. To target everything except the OS versions selected, click on Exclude.

4. Select all the desired Operating Systems, and then optionally choose the specific version(s) of that Operating System you'd like to target. The options you select on this screen will either be Included or Excluded.

5. Click on Save & Close when complete.

Available Operating Systems

Operating System Name



Convenience box. Check this one if you want to target all operating systems in all versions. Equivalent to not specifying any OS and OS Version targeting at all.


Developed by Google, based on the Linux kernel, and used in a wide number of smartphones and tablets.


Developed by BlackBerry Ltd for its line of smartphone handheld devices.


Acronym for the Operating System Embedded, a real-time embedded operating system created by the Swedish information technology company ENEA AB. The most recent release was in August 2013.


Mobile operating system created and developed by Apple Inc. and distributed exclusively for Apple hardware, including the iPhone, iPad, and iPod touch. It is the second most popular mobile operating system platform in the world by sales, after Android. iPad tablets are also the second most popular, by sales, against Android since 2013, when Android tablet sales increased by 127%.


Unix-like operating system assembled under the model of free and open-source software development and distribution. Originally developed as a free operating system for personal computers based on the Intel x86 architecture, it has since been ported to more platforms than any other operating system. Android, which is built on top of the Linux kernel, has the largest installed base of all general-purpose operating systems. Linux, in its original form, is also the leading operating system on servers and other big iron systems such as mainframe computers and virtually all fastest supercomputers, but is used on only around 1.6% of desktop computers with Linux-based Chrome OS taking about 5% of the overall and nearly 20% of the sub-$300 notebook sales. Linux also runs on embedded systems, which are devices whose operating system is typically built into the firmware and is highly tailored to the system; this includes smartphones and tablet computers running Android and other Linux derivatives, TiVo and similar DVR devices, network routers, facility automation controls, televisions, Video game consoles, and smartwatches.


Mac OS X is one in a series of graphical user interface-based operating systems developed by Apple Inc. for their Macintosh line of computer systems. The original operating system was introduced in 1984. Mac OS X began in 2001. It was used as the basis for iOS, used on Apple's iPhone, iPod Touch, and iPad. iOS in turn is the basis of WatchOS, used on the Apple Watch, the "Apple TV Software" on the second-generation and third-generation Apple TV, and tvOS, used on the fourth-generation Apple TV.


Palm OS (also known as Garnet OS) is a mobile operating system initially developed by Palm, Inc., for personal digital assistants (PDAs) in 1996. Later versions were extended to support smartphones. Several other licensees have manufactured devices powered by Palm OS. Following Palm's purchase of the Palm trademark, the currently licensed version from ACCESS was renamed Garnet OS. In 2007, ACCESS introduced the successor to Garnet OS, called Access Linux Platform and in 2009, the main licensee of Palm OS, Palm, Inc., switched from Palm OS to webOS for their forthcoming devices.


The PlayStation Portable system software is the official firmware for the PlayStation Portable by Sony. Sony released the latest version in January of 2015.


Research In Motion's operating system later renamed Blackberry. See Blackberry (above).


Operating system used by the Roku Streaming Player, or simply Roku, a series of digital media player set-top boxes manufactured by Roku, Inc. Roku partners provide over-the-top content in the form of channels. A Roku streaming device gets data (the Video stream) via a wired or Wi-Fi connection to an Internet router. Content is available from services such as Amazon Cloud Player, Amazon Video, BBC iPlayer, Crunchyroll, Google Play Movies & TV, Hasbro Studios, HBO Go, Hulu Plus, MLB.TV, Netflix, Now TV (UK only), Pandora Radio, PBS, Showtime Anytime, Sling TV, TheBlaze, Vudu, WWE Network, and YouTube.


Symbian was a closed-source mobile operating system (OS) and computing platform designed for smartphones. Symbian was used by many major mobile phone brands, like Samsung, Motorola, Sony Ericsson, and above all by Nokia. It was the most popular smartphone OS on a worldwide average until the end of 2010, when it was overtaken by Android. Symbian published its last release in 2012.


The Wii System Software drives the Wii home Video game console by Nintendo, a seventh-generation console that competes with Microsoft's Xbox 360 and Sony's PlayStation 3.


Microsoft Windows is a meta family of graphical operating systems by Microsoft. It consists of several families of operating systems, each of which cater to a certain sector of the computing industry. Active Windows families include Windows NT, Windows Embedded, and Windows Phone; these may encompass subfamilies, e.g. Windows Embedded Compact (Windows CE) or Windows Server. Defunct Windows families include Windows 9x and Windows Mobile. Windows came to dominate the world's personal computer market with over 90% market share, overtaking Mac OS, which had been introduced in 1984. However, since 2012, because of the massive growth of smartphones, Windows sells less than Android, which became the most popular operating system in 2014, when counting all of the computing platforms each operating system runs on; in 2014, the number of Windows devices sold were less than 25% of Android devices sold. However, for personal computers, Windows is still the most popular operating system.


Released in 2009, Windows 7 was intended to be a more focused, incremental upgrade to the Windows line, with the goal of being compatible with applications and hardware with which Windows Vista was already compatible. Windows 7 has multi-touch support, a redesigned Windows shell with an updated taskbar, a home networking system called HomeGroup and performance improvements.


Released in 2012, Windows 8 includes a user interface based around Microsoft's Metro design language with optimizations for touch-based devices such as tablets and all-in-one PCs. These changes include the Start screen, which uses large tiles that are more convenient for touch interactions and allow for the display of continually updated information, and a new class of apps which are designed primarily for use on touch-based devices. An update to Windows 8, called Windows 8.1, was released in 2013, and includes features such as new live tile sizes, deeper SkyDrive integration, and many other revisions.


Released in 2010, Windows Phone is a family of mobile operating systems developed by Microsoft for smartphones. It is primarily aimed at the consumer market rather than the enterprise market.


Released in 2012, Windows RT is an operating system for mobile devices developed by Microsoft. It is essentially an edition of Windows 8.x built for the 32-bit ARM architecture. Unlike Windows 8, Windows RT is only available as pre-loaded software on devices specifically designed for the operating system by OEMs.


Released 2006, Windows Vista is a Microsoft operating system for use on personal computers, including home and business desktops, laptops, tablet PCs and media center PCs. It was succeeded by Windows 7. New features included an updated graphical user interface and visual style dubbed Aero, a new search component called Windows Search, redesigned networking, audio, print and display sub-systems, and new multimedia tools including Windows DVD Maker. Vista aimed to increase the level of communication between machines on a home network, using peer-to-peer technology to simplify sharing files and media between computers and devices.


Released 2001, Windows XP is a Microsoft personal computer operating system. Intended as a platform for both consumer and business markets, it introduced a significantly redesigned graphical user interface and was the first version of Windows to use product activation in an effort to reduce its copyright infringement. Despite some initial concerns over the new licensing model and product activation system, Windows XP eventually proved to be popular and widely used. An estimated 400 million copies were sold globally within its first five years of availability, and at least one billion copies by April 2014. Windows XP remained popular even after the release of newer versions, particularly due to the poorly received release of its successor Windows Vista. Sales of Windows XP licenses ceased in 2010 and extended support for Windows XP ended on April 8, 2014, after which the operating system ceased receiving further support or security updates to most users. As of September 2015, Windows XP market share is 12.21%, making it the second most popular version of Windows after Windows 7 (though some statistics rank it third after Windows 8.1).


Not all exchanges always return operating system information to the AI. Check this box to include situations where the operating system is unknown.

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