The document discusses different generations and their relationship to advertising, noting that the author who is around 42 years old skips commercials and banners while his mother-in-law watches 3-4 hours of TV per day and talks about discounts. In contrast, the author's kids who are a teenager and young adult are heavy internet and social media users who are dependent on brands. The document also provides data showing that only 8% of internet users now account for 85% of all clicks while only 16% of the web is clicking on display ads.