When an individual visits the Internet, they are often exposed to countless advertisements with little understanding of how and why. Many of the advertisements have been tailored to appeal to online consumer sub-sets of individuals that share common attributes or characteristics that the advertising brands have identified as typical of consumers "in market," or shopping for specific products or services. In some cases, brands even target consumers whose behavior indicates they are shopping in real time. Brands that partner with PreferenceCentral eliminate consumer confusion around this experience by offering consumers the ability to control their engagement with the advertisements, building trust and loyalty through a transparent commitment to the consumers' preferences.