On February 6, 2013, Google announced Enhanced Campaigns, coupling devices together to encourage (nod nod wink wink) the development of mobile-first campaigns. Bing, of course, followed suit soon after.
The PPC world at large was not pleased. I think I speak for many of my peers when I say we’re a group that relishes precise control. While device-coupled campaigns offered mobile-specific messaging, they removed the ability to target mobile/tablet-only keywords or to budget by device.