Cutting Through the Ad Clutter: Permissioned Data is the Goldmine for Reaching Gen Z
In this digital age, the marketing landscape is a battlefield. Brands constantly bombard consumers with ads on any platform they are active on, leading to a phenomenon known as digital overload. Gen Z, the first generation to grow up entirely in the digital age, is particularly resistant to traditional advertising.Â
Permissioned data is, by definition, personal information that third parties can access with the consumer’s consent. Those third parties are the brands advertising to their audience, and they get access via different advertising channels.
Why Permissioned Data Matters?
Permissioned data allows brands to go around Gen Z users who are over the ads, building trust and gaining valuable insights. The biggest challenge is that Gen Z is complex and knows its way around the internet, and 65% of them use Ad Blockers, making display ads almost ineffective. Another factor is that they have wildly short attention spans, meaning your ad needs to be impactful in 1-2 seconds.