The thesis aims to analyze the differences and overall
perception of online advertisements across generations Y and Z.
In relation to studies dealing with the perception of online
advertising, the challenges that marketers and internet users
face, and the characteristics of generations Y and Z,
hypotheses are verified in the empirical part of the research.
Based on the research results, recommendations are formulated
that marketers should follow when creating online ads. These
recommendations attempt to improve how Generation Y and Z see
ads while increasing the effectiveness of online marketing.