Gen Z doesn’t mind targeted advertising—that’s the latest breaking news from Tinuiti marketing group, which recently surveyed over 5,000 respondents for its report, “From A to (Gen) Z: How and Where Young Consumers Are Shopping.” Compared to older consumers, Gen Zers are three times more likely to allow tracking, like prompts from Apple’s App Tracking Transparency and other similar platforms. While the vast majority of baby boomers steered clear of targeted ads, roughly 37% of Gen Zers allowed or even opted into ad tracking in order to get served highly personal ads curated to their interests as opposed to general advertising content. This all spells good news for marketers in the days of disappearing cookies and continued calls for online privacy.

When it comes to protecting themselves online, Gen Z’s approach differs from steps taken by baby boomers. The former group was less likely to clear their browser cookies than the latter group (41% vs. 59%), and only 27% of Gen Z members use an ad blocker, compared to 32% of baby boomers. “ A piece that stood out was how much more likely Gen Zers are to say they prefer to allow tracking in order to receive relevant ads compared to older cohorts, as well as how much less likely Gen Zers are to take actions like clearing cookies and deploying ad blockers,” said Andy Taylor, vice president of research at Tinuiti.

In a separate study from UK-based marketing firms Precise TV and Giraffe Insights, data revealed that six out of 10 Gen Z members would rather watch a YouTube ad than skip it. YouTube recently reported a 4.4% increase in second quarter 2023 ad revenue, which perhaps makes sense given that almost eight in 10 Gen Zers report watching videos on this popular platform. Additionally, 45% of Gen Z consumers say they can recall an ad they saw on YouTube. “These findings are already convincing many of our advertising partners—agencies, media companies and brands—to double down on YouTube as their top video advertising channel,” said Denis Crushell, chief commercial officer at Precise TV.

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