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Western Europe

The Top Platforms Making European Gen Z Want to Buy

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Where was the last place European Gen Z saw an ad that made them want to purchase something?—and why it matters for brands.

Advertising is a booming industry globally, with analysts expecting it to reach the $1T level next year. But Gen Z and Millennials are also incredibly adept at avoiding the ads they don’t want to see. And while brands can sometimes think that the answer is to pour all their advertising budget on TikTok ads—and TikTok’s...

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