Personalized ads are ads that use information about viewers and include them in it, like demographics, PII, purchasing habits, brand choices, etc. A viewer’s responsiveness could be increased by personalization. For example, if an ad contained his name, there is a better likelihood of purchase for the product. That is, it not only affects their intention but also their consequent behavior that translates into higher clicks with a caveat that they must have the ability to control their privacy settings. The ability to control the personalization and customizability has a great impact on users and can be called as a strong determinant of their attitudes towards ads. Personalized information increased their attention and elaboration levels. An ad is noticed more if it has a higher degree of personalization, even if it causes slight discomfort in users. Personalized ads are found to be clicked much more than other ads. If a user is involved in a demanding task, more attention is paid to a personalized ad even though they already have a higher cognitive load. On the other hand, if the user is involved in a light task, lesser attention is given to both types of ads. Also, personalized ad in some case was not perceived as a goal impediment, which has been construed to the apparent utility and value offered in such ads. The involvement elicited overcompensates the goal impediment.