Methods and devices utilizing downlink channel measurements for customization of downlink positioning reference signals (DL PRs) are provided. A serving base station (BS) for a targeted device and one or more non-serving BSs transmit respective downlink reference signals (DL RSs) to the targeted device. The targeted device reports respective downlink channel measurement information for each BS based on the received DL RSs. The BSs each transmit a respective DL PRS to the targeted device for downlink positioning measurement, wherein the respective DL PRS for each BS is configured based in part on the respective downlink channel measurement information reported by the targeted device for that BS. This allows the DL PRS for each BS to be configured taking into account downlink channel conditions between the BS and the targeted device, which can potentially improve positioning measurement accuracy by improving reception of the DL PRS at the targeted device.