Device Lists allow you to target or filter traffic based on device identifiers.
They can be used with:
- IFA (IDFA / GAID)
- Device ID
This helps ensure that campaigns work only with valid and expected device data.
When to Use
Use Device Lists when you need to:
- Target specific users or devices
- Exclude unwanted or invalid device IDs
- Clean up traffic with incorrect macro values
How It Works
The logic is simple:
- Create a Device List
- Add values (device IDs or patterns)
- Attach the list to a Source or Campaign
The system will then:
- Include or exclude traffic based on the list
- Apply filtering during request processing
Blocking Invalid Values
Device Lists can also be used to block invalid or placeholder values that may be passed in requests instead of real device IDs.
Example of invalid values
-2
0
[ifa]
[device_id]
[DEVICE_ID]
{device_id}
{DEVICE_ID}
{uuid}
{psid}
{PSID}
{adid}
{{ADID}}
%7BADID%7D
%7BDEVICE_ID%7D
{{url.fw_did}}
[replace_me]
Why this matters
Sometimes publishers send:
- unresolved macros
- placeholder values
- empty or invalid IDs
This can:
- break targeting
- reduce match rates
- affect performance
Recommendation
Add these values to a Device List (Block) to filter invalid traffic and improve data quality.
Alternatively, if you don't want to manually maintain a list of invalid Device IDs, you can enable the "Block requests with missing Device ID" toggle in your Source or Campaign settings.
When enabled, the platform automatically blocks requests containing missing, empty, or commonly recognized invalid Device IDs, including placeholder values and unresolved macros.
Note: The toggle covers predefined invalid values. For any additional or custom values, you can still use Device Lists to configure your own blocking rules.