Bing Ads announced on Thursday that it plans to retire “explicit mobile device targeting”.

From March 2015, advertisers will no longer be able to select between ‘Smartphones’ and ‘Desktop and tablet’ as distinct targeting options. Instead, users will employ bid modifiers to adjust how frequently their ads appear across devices, without being able to deselect a device type entirely.

Previously, Bing announced the removal of separate desktop and tablet targeting options, a change that has now been rolled out. However, users are currently still able to remove desktops as a targeted device type – from March, this will no longer be the case.

In the blog post announcing the change, Bing’s Gyan Trivedi wrote: “Once this change is rolled out, there should be complete compatibility between how ad campaigns are managed in Google AdWords and in Bing Ads.”

Bing also provided the following images, illustrating the change:

The current Bing Ads targeting format.

The current Bing Ads targeting format. Source: Bing Ads.

How Bing Ads targeting will look in March 2015.

How Bing Ads targeting options will look in March 2015. Source: Bing Ads.

As pointed out by Search Engine Land, Bing originally responded negatively to Google’s decision to remove explicit device targeting from AdWords, with Microsoft’s David Pann writing a blog post entitled ‘ADVERTISERS DESERVE CONTROL’. However, Bing has now reversed its stance, and Pann’s blog post appears to have been removed.

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Oliver Pyper is senior online copywriter at ClickThrough Marketing. He writes on-page content, blogs, press releases and loads of other bits and pieces too numerous and brilliant to mention. He’s also responsible for Kate Bush: The Musical and a series of videos depicting a young man’s search for energy drinks in New York City. Drop him a line if you want to talk content solutions or Kate Bush.