Current State: Benchmark consumers' "current state" attitudes towards:

• Relevant online advertising
• "Trade-off" preferences toward the following three options: free content with targeted ads vs. free limited content with untargeted ads vs. paying for content with no ads

Behavioral Targeting: Determine how awareness and/or education of behavioral targeting impacts consumers':

• Desire for free content supported by relevant targeted online ads
• Attitudes towards relevant online advertising
• "Trade-off" preferences

Consumer Control Solution: Assess Consumers' interest in and reaction to a consumer control solution, such as PreferenceCentral

• Interest and motivations in using
• Perceived value of key components
• Impact on consumers' attitudes & trade-off preferences

Audience Data: Evaluate consumers' relative comfort with types of audience data

• Determine attitudinal impact of knowledge that audience data is anonymous – not PII

Assess influence of consumer characteristics (i.e. Internet usage & demographics)

• Internet Usage: Lengh (years) and heaviness (hours per week) of usage, as well as frequency in engaging in specific activities (e.g., click on ads, purchase, etc.)
• Demographics: Gender, age, education, income, regions, etc.