According to Media Smarts, a Canadian not-for-profit organization for digital and media literacy, companies have three main ways in which they market to young people. The organization states that the most important of these strategies is behavioural targeting, “where ads are sent to individuals based on personal information that has been posted or collected ” (“How Marketers Target Kids”). Today, companies are creating databases that explicitly lay out each consumer’s behavior online. This target marketing approach is catering to the unique user, thus creating a database that will follow these children throughout the course of thier lives. The previously mentioned report by Grail Research (2011) found that “46% of teens today select TV shows to watch based on recommendations from social networking sites” (p. 8). Data such as this shows how teens in the elder portion of Generation Z are already falling for recommendation engines. The younger portion of Generation Z is ahead of its elders in terms of technology usage, which, in tern, implies that they will be more apt to fall for such target marketing techniques, or recommendation engines found online. In the No more generic ads and wasted impressions -- keep cosumers engaged with ads relevant to their online profile and behavior.