This IDC study explores what U.S. Internet users think about advertising in general, what place advertising on the Internet has among marketing in other media, how they feel about online advertising today, and how they see the latest developments in digital marketing, such as behavioral targeting and social advertising.

"Behavioral targeting (i.e., technology that collects information about users' online behavior to show them more relevant ads) is potentially very useful for consumers. But consumers are wary of behavioral targeting. The industry's task is to make sure BT technology does not even theoretically allow breaches of privacy and to educate consumers on behavioral targeting," said Karsten Weide, IDC's program director, Digital Media and Entertainment.

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