CHICAGO – April 27, 2009 – A new study by Q Interactive investigates how the online population views targeted online advertising. The report reaches its conclusions by investigating the responses of two different consumer groups, Echo Boomers, who are generally defined as individuals born between 1982 and 1995, and Baby Boomers, who are generally born between 1946 and 1964.

The study’s core finding shows a strong consumer willingness to provide information online in exchange for more personalized advertising:

• When given the choice, over 63 percent of Echo Boomers would provide personal data (i.e., first and last name, age and city) in exchange for targeted advertising; 53 percent of Baby Boomers would do the same.

"The findings go against a lot of perceptions brands and advertisers have about what consumers will provide in order to receive personalized advertising – and the value it brings to their online experience," said Matt Wise, President and Chief Executive Officer of Q Interactive. "The fact that over half of Echo Boomers and Baby Boomers – two very different groups – share a willingness to provide much about themselves – without being provoked on the value it would ultimately deliver, paints a very different picture for marketers. Overall, consumers are beginning to see personalized ads as something that improves their online world."

Furthermore, the study finds consumers, as a whole, value online advertising targeted to their individual needs and interests. There is an "appreciation" for brands that provide personalized advertising:

• Over half of Baby Boomers (56 percent) view advertisers "favorably" when they present an advertisement tailored to a personal interest.
• Approximately one in three of Echo and Baby Boomers feel more relevant ads tailored to personal interests "improve" their online experience.

Both groups of Boomers are coveted by advertisers. According to AARP, Baby Boomers account for about $3 trillion in annual income; 82 percent use the internet and common online activities including email, instant messaging, downloading music or movies, financial transactions and online gaming. Echo Boomers are generally defined as making up over 27 percent of the U.S. population with an annual purchasing power of $100 billion.

"What this study clearly shows is that the majority of both consumer groups are willing to provide information in exchange for personalized ads because they believe it will benefit the total online experience," said Wise. "As an industry, this is a tremendous opportunity, but we need to move swiftly to self regulate the usage of data while protecting consumer privacy so we can provide a premium experience for consumers."

The study surveyed more than 1,500 consumers about their feelings around targeted advertising online.

About Q Interactive
Q Interactive provides digital marketing services that help advertisers reach their target consumers and publishers better monetize their online audience. Specializing in lead generation, e-mail and display solutions, Q Interactive optimizes its services across a broad advertising network using a unique combination of behavioral, demographic and transactional data to provide superior campaign performance. Founded in 1995, Q Interactive is committed to the highest standards in ethical business practices, consumer permission and data privacy.

Every year, more than 1,000 leading brands rely on Q Interactive's consultative service to generate quality results, including more than half of the nation's top 100 advertisers as ranked by Advertising Age, such as Procter & Gamble and PepsiCo. Q Interactive's advertising network, The Q Network, comprises high traffic partner sites such as Weather.com and About.com, as well as its own branded Web properties, including www.coolsavings.com.

Q Interactive is an Intrepid Investments company.