Digital advertising has become a vital marketing tool that notably impacts the selection behavior of Generation Z, a consumer sect characterized by extensive digital engagement and social media usage. This study examines the connection between digital advertising and consumer conduct among Generation Z, focusing on digital commercial publicity, lifestyle choices, purchasing habit, advertising consciousness, and brand preference. A quantitative correlational research design was adopted, and primary data were collected from 150 Generation Z respondents using a structured questionnaire with a five-factor Likert scale. The gathered data were analyzed using descriptive statistics, Cronbach's Alpha, and Spearman's rank correlation with the assistance of SPSS. The reliability analysis confirmed good internal consistency, with an overall Cronbach's Alpha value of 0.84. Descriptive statistics indicated that purchase behavior recorded the highest mean score (M = 4.12), followed by digital advertisement exposure (M = 3.98), expressing that respondents frequently encounter digital advertisements and that these advertisements substantially influence their purchasing decisions. The correlation analysis revealed statistically significant positive relationships between digital advertisement exposure and lifestyle choices (r = 0.58, p < 0.01), digital advertisement exposure and purchase behavior (r = 0.62, p < 0.01), advertising awareness and perceived influence (r = 0.47, p < 0.01), and influencer marketing and brand preference (r = 0.53, p < 0.01). The study ends with the opinion that digital advertising plays an important role in shaping the consumer behavior of Generation Z and expose the importance of adopting innovative, ethical, and consumer-oriented digital marketing strategies to effectively engage this digitally connected generation.