Advertisers have always wanted to target the young given the importance of lifetime value and brand loyalty. Millennials and Generation Z are all now experiencing major life events which are bringing them into unfamiliar markets such as their first car, first mortgage or first child. Everything is new to these consumers who are shopping for cars and furniture for the first time on their own, making them a prime target for advertisers. Yet the challenge for the advertising industry is that these young viewers have vastly different viewing habits from their elders. Advertisers have to not only keep up with the sheer number of new platforms and streaming services on offer to reach these young consumers, but they also need to evaluate how advertising-friendly each of these platforms is.