Native ads are on the outs. Reuters Institute’s “Digital News Report 2015″ found that four in 10 U.S. consumers feel disappointed or deceived when they later find out content they saw was sponsored by a brand. Millennials are the exception. The study found that younger consumers are significantly less likely to feel deceived by native ads. One-fifth of 18-24 year-olds and 15% of 25-34 year-olds say they feel more positive about brands with native ads.