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Rather than target household members that purchase consumer packaged goods (CPG), brands may be better off targeting Gen Z individuals who, according to a study by Snap and NCSolutions, have major influence with households. So reports MarketingDive.

In a study of 19 ad campaigns from 32 CPG brands, 63% of purchases associated with Snapchat ads were viewed only by Gen Z users, who are typically defined as ranging in age from 4 to 24.

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