Creative is the first thing users notice in an ad. Whether or not users will remember your ad message and take action greatly depends on how well they can relate to the creative. The right ad creative targeted to the right segment can make your app marketing campaign a hit. On the other hand, app marketers can lose huge opportunities with incorrect creative. Here we continue our blog series with the aim to give a clear understanding of how to leverage programmatic for your retargeting needs. In Part 1 of this blog series, we discussed how you can define segments in order to target users more precisely and reach those who are likely to have high lifetime value. Part 2 aims to zoom in on the best creative strategies for a shopping app per given segment.