It’s all about how you set up and execute the movements. Arching the upper back, having the scaps retract as you pull and concentrating more on ‘elbows back’ will bias the upper back more. Keeping the back neutral, depressing the scaps and concentrating more on ‘elbows down’ and staying close to your sides will bias the lats more.
You can do a horizontal and vertical pull and they can both end up doing more or less the same thing depending on how they’re performed.