Google advertisers that are eager to deliver ads specifically to Apple's iPad device will be able to do so in the next few days.
In a blog post this afternoon, Google said its engineers are developing a method for serving campaigns to the hotly anticipated tablet. It said the effort was part of internal efforts to "make sure that our advertising products work well on a different class of exciting new devices."
By selecting "all mobile devices" in their campaign settings, advertisers can make sure their ads will be displayed to iPad users who access Web sites and services where Google ads are distributed. Advertisers wishing to appear only on the iPad, or on the iPad and select other devices, will be able to do so by choosing "target only selected mobile devices."
Some may disagree with Apple's classification of the iPad as a purely mobile device, since it is intended for home as well as traveling use. In its blog post, the company said it chose to categorize it that way because it shares many attributes with smart phones and other handhelds.
"It runs on a mobile operating system, has a touchscreen, runs mobile apps, and is highly portable, suited for on-the-go browsing," said the post.
Google also noted that advertisers who have already edited their settings to prevent targeting mobile devices will not appear on the iPad.
Buzz around the iPad, which becomes available tomorrow, hit a fever pitch this week as the first pre-ordered devices shipped from the company's manufacturing centers in China and media companies - particularly print publishers - promoted their new apps designed for the device.
So what advertisers are likely to target iPad owners exclusively? The list includes manufacturers of related products - such as iPad accessories, paid apps, e-books, and games. Additionally, marketers eager to reach the early adopter set may create offers "exclusively for iPad owners."
Look for ClickZ's continued coverage of the iPad and its implications for publishers and advertisers on Monday.
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
May 22, 2013
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