- Over half of consumers surveyed prefer relevant targeted online ads in exchange for free content, according to their responses to a trade-off scenario. - When asked as a single-option question, a minority of consumers desired "tailored" ads, primarily due to a dislike of annoying ads rather than privacy concerns. - Education about behavioral targeting reduced some consumers' preference for targeted ads, with 29% becoming less comfortable. - However, most consumers were interested in a consumer control solution, and assurance that data was anonymous increased comfort levels for many.