Gen Z: The Elusive Generation [NIELSEN]

The shifting of advertising budgets into the digital space brings a number of great opportunities and efficiencies, but it also brings many complexities. Without question, targeting audiences across digital channels is a challenging feat for advertisers, agencies and publishers. And it is not getting easier. Each generation comes with a unique set of behaviours and presents a unique set of challenges for those looking to reach them. For the last decade or so, Millennials have been the generation that every brand has had to engage as their spending power has grown. With this generation now past teenage years, however, digital advertisers are shifting their focus to the succeeding generation, Generation Z or Gen Z.

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