Abstract: Systems and methods for suggesting a bid adjustment value based on device type include receiving parameters for a third-party content provider's campaign to present third-party content on a first type of device. Based on the campaign's parameters, bids from peer providers that use similar campaign parameters for both the first type of device and another type of device may be identified. For example, bids from providers that use similar parameters as the campaign for both mobile and desktop devices may be identified. The identified bids from the peer providers may be used to calculate a bid adjustment value. The bid adjustment value can be provided for presentation to the third-party content provider as a suggested change to his or her bid for the first type of device, to establish a bid for the second type of device.