One fundamental piece to the success of every programmatic activation is the ability to create a well-rounded approach to targeting.
No single approach will work for every program. The key is understanding your individual campaign objectives and combining that with all of the reasons why a shopper might buy your product. This will help you maximize your reach to the users that best align with your goal.
Here is a quick guide to some of the different types of targeting segments available that helps show how you can mix-and-max them to your best advantage.