Observed Signal · Jul 18, 2018 · Industry Trend · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Gen Z Boosts Omnichannel Retail
Retail is undergoing a steady shift as online and offline channels blur, enabling customers to engage with merchants around the clock. The piece highlights 'omnishopper' behavior among Generation Z, who use smartphones in-store to research and purchase. Gen Z, typically born 1994–2002, makes up about 10% of the population and is open to new retailers and retail concepts. A Gen Z report from Criteo cited in the article shows that 68% of Gen Z individuals visit physical stores to learn what’s trending, 80% browse in-store when they have time, and 76% enjoy trying products before buying. To capture this demographic, retailers should deliver a consistent, personalized shopping experience across online and offline touchpoints through omnichannel marketing. The article argues that online research paired with in-store experiences, plus uniform cross-channel messaging, can attract and convert Gen Z shoppers.
General industry trend in omnichannel retail and Gen Z engagement.
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Key Takeaways & Evidence Grounding
- Gen Z includes those born 1994–2002 and comprises about 10% of the population.
- 68% of Gen Z respondents visit physical stores to learn what's trending.
- 80% of Gen Z respondents browse in-store when they have time.
- 76% of Gen Z respondents like to try products before purchasing.
- Findings are based on the Gen Z Report from Criteo.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Criteo SSP Recognized by Frost & Sullivan for Commerce Media Innovation
Criteo's SSP has been recognized by Frost & Sullivan for innovation in commerce media, as announced in a new press release dated October 5, 2026.
Apple iOS 27 Blocks The Trade Desk from Serving Safari Ads
Apple's iOS 27, released on September 14, has blocked major programmatic data firms—including The Trade Desk, LiveRamp, ID5, Permutive, and Audigent—from serving ads or collecting data in Safari via a WebKit blocklist. This blocklist, dynamically updated through a private GitHub repository and WebKit code, prevents ad delivery on iPhones, iPads, and macOS 27.0.1, affecting CDPs, DMPs, and DSPs. Unlike ATT, which only limited cross-app tracking, this fully blocks ad delivery. Google may be exempt, raising competitive neutrality concerns. Some vendors like LiveIntent, Lotame, and ConnectID remain unaffected, but the block underscores the power imbalance between walled gardens and the open web, reducing publisher demand and shifting market composition. It follows regulatory actions in France, Italy, Germany, and a UK class action over ATT's competitive implications, with Germany's Bundeskartellamt concluding in mid-2026 with Apple commitments. The impact is currently limited due to low iOS 27 adoption, but signals long-term challenges for identity-based advertising.
OpenAI's Path to $25B Ad Revenue: Five Key Hurdles
OpenAI's advertising business, launched seven months ago, is reportedly achieving a $1 billion annualized revenue run rate, with projections of $25 billion in ad revenue by end of this year and $100 billion by 2030. However, advertisers cite significant barriers to scaling spend beyond test budgets. Key challenges include inadequate measurement and attribution, rigid contract terms causing data and liability concerns, insufficient inventory, and the need to expand the advertiser base to include SMBs via integrations like Shopify. To support this growth, OpenAI is partnering with ad tech firms like Criteo and Kargo to broaden reach. Infrastructure development is also critical to meet demand. Industry observers note that OpenAI must address these issues to compete with established platforms like Google and Meta, especially given rising AI safety and privacy concerns.
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