Behavioral targeting has become a critical online trust issue, What do consumers think about having their browsing behaviors tracked for marketing purposes? For the second year in a row, TRUSTe and TNS surveyed consumer attitudes about behavioral targeting. Participants answered questions on their concerns and opinions about tracking issues, and the actions they take to protect their privacy. The survey results found that most consumers consider privacy important enough to take steps to protect it. Many individuals know their behavior is being targeted, and they’re uncomfortable with being tracked, even with the assurance of anonymity. Most are in favor of tools and features that control targeted advertising. Businesses have a stark choice: they can either increase transparency about their behavioral advertising practices or risk increasing consumer doubt and suspicion. Companies also need to treat personal information with respect and earn the right to deliver advertising based on behavior.