Built distinct, low-overlapping cohorts with Amazon audiences via Vizibl, including Foodies, Alcohol & Tobacco buyers, Affluent shoppers, recent life-event users, and counter-intuitive groups like Vegans and health-conscious consumers

Each cohort was tested with a dedicated line item against an open-targeting control to measure true incremental lift

Budgets, creatives, and bids were kept identical across line items, ensuring performance differences were purely audience-driven