Hulu audience segments confusing?

Hey everyone, hope you're all having a productive week! I just launched a new B2B SaaS product and decided to experiment with Hulu ads for broader reach, hoping to tap into decision-makers who also consume streaming content. We've seen some initial impressions and clicks, but honestly, the return on ad spend (ROAS) isn't where we need it to be right now. I'm really struggling to get granular with Hulu's ad targeting. It feels like I'm either targeting too broadly or the available options aren't precise enough for our niche B2B audience. Specifically, understanding and effectively utilizing their audience segments is proving to be a major hurdle for our Connected TV advertising strategy. I started with basic demographic targeting (age, income brackets) to align with our ideal customer profile, and then experimented with some of Hulu's predefined interest-based audience segments that seemed tangentially related to business or tech. I even attempted to upload our first-party data for custom audience matching, but the match rates were lower than expected, and the resulting segments still felt quite broad. Of course, we're using geographic targeting to focus on specific regions, but that alone isn't cutting it. Despite high impressions, our conversion rate from Hulu ads is significantly lower compared to other platforms we're using. The audience segments offered by Hulu often feel too consumer-focused, making it hard to directly map them to our B2B buyer personas, which is a real challenge for effective CTV ad targeting. I'm not sure if I'm missing some advanced targeting features or best practices unique to Hulu or the broader CTV advertising landscape. Right now, the cost per lead is just too high, indicating some pretty inefficient targeting on our part. So, for those of you running B2B campaigns on Hulu, how do you effectively refine your ad targeting, especially when it comes to leveraging Hulu's audience segments? Are there specific strategies for a niche B2B product on a primarily consumer platform? Any tips on how to interpret or combine available audience segments for better precision, or perhaps alternative approaches to make first-party data work more effectively on Hulu? I'm really looking for practical advice to improve our ROAS. Any insights from experienced CTV advertisers, especially those who've tackled B2B on Hulu, would be incredibly valuable!