After consultations with the client, we opted to leverage detailed targeting features offered by programmatic platforms to effectively reach our target audience. I meticulously crafted audiences based on income levels, Mastercard data insights, contextual targeting, geographic location, interests, and behavioral attributes. Tailored creatives were developed for specific audience segments. Concurrently, we identified highly engaged audiences for retargeting in Black Friday campaigns, alongside optimizing for the best-performing audience segments. A brand lift study was also conducted to measure campaign effectiveness.