Abstract. Personalized online advertisement is expected to minimize irritation of the
advertisements, and it may be beneficial to help consumers in searching information
before they are making a purchase decision. At present, consumers are having a diverse
attitude toward the personalized online advertising, some are in favor, some are neutral
and some are actually opposed to. Consumer's attitude play an important role consumer
purchase intention. Therefore, it is very critical for the personalized online advertising
to provide more value added to the consumer based on their purchase behavior by
giving the relevant information, while at the same time keeping the consumer's privacy.
Despite of a lot of effort has been put in place to improve the effectiveness of
personalized online advertising, it has yet gained more positive response from the
consumer. This research is using the survey method that involving 200 respondents and
data analysis is using SEM (Structural Equation Modeling).

Keywords: personalized, online advertisement, consumer's attitude, privacy concern