Device targeting began rolling out to Microsoft Advertising Performance Max campaigns

Microsoft Advertising said device targeting, which lets advertisers include or exclude specific device types from Performance Max delivery, is rolling out to all advertisers in the coming weeks. It follows age and gender targeting, which the same post confirmed as generally available.

Device include and exclude controls bring Performance Max closer to the targeting available in Search and Audience campaigns, and are part of the transparency and control work Microsoft began publishing in May 2026.