Millennials have a love-hate relationship with advertisements.

Millennials have a love-hate relationship with advertisements. Although they are the generation most likely to install ad blockers and mute commercials, 18-34-year-olds are 112% more likely to share ads than other age groups, according to a new study by video ad tech company Unruly. Millennials are considered a “high-risk, high-reward demographic” for brands, with 74% stating they lose trust in a brand if their ads feel fake. The key is understanding what matters to them: the generation is 23% more likely to enjoy ads they find relevant. (Unruly)