The development of civilization and technological advances have led to fundamental changes in the use of marketing tools. The evolution of the concept from Marketing 1.0 to Marketing 5.0 has contributed to a change in the perception of the role of modern technologies in advertising. This is reflected, among other things, in the change in the structure of advertising expenditures. It is important to note that in 2021, for the first time, Internet advertising accounted for the largest share of the overall advertising expenditure. The evolution of online advertising is characteristic – from traditional display formats, through mailing, to more and more sophisticated forms of advertising in social media. The purpose of the chapter is to analyze the perception of online advertising and its impact on Generation Z consumers. The considerations contained in this paper are based on the findings of a survey conducted among Polish Internet users, representatives of Generation Z, which was carried out in 2022. The results showed Generation Z’s relatively high criticism towards online advertising. It appears that the representatives of this generation are critical of the number of online ads and reluctant to respond to them. Also, they do not value highly their motivational qualities or recognize the impact they may exert on purchase decisions. At the same time, it is worth noting that women surveyed in the study present a more positive attitude in this case. They are less skeptical of online advertising activities (or at least express less critical opinions about them). This is particularly true in the case of social media advertising: it performs better compared to other forms of online advertising, primarily due to the greater involvement of young people in social media.