course, is that in technology the “leading edge” is both an end and a means in itself. As a means of pushing boundaries, it is highly effective; as an end it has to be controlled, or it can control your thinking. “It’s leading edge or it just doesn’t matter” is a dangerous default option in digital advertising as much as it is in analogue advertising. Centennials themselves prove the point in perhaps a surprising way. They use social media differently than Millennials do. They don’t use Facebook so much. They prefer instead small ecosystems such as Snapchat, which are more private. MILLENNIALS ARE MOST ENGAGED ONLINE, BUT THEY ALSO ENGAGE WITH ALL ADVERTISING FORMATS IN SELECTIVE WAYS