But such ads do increase privacy anxieties and can appear to be ‘creepy’. An individual who is skeptical about privacy concerns will avoid such ads. This is because users think that the personally identifiable information is used in order for these ads to show up and also suspect their data being shared with third party or advertisers. Users are okay with behavior tracking if they have faith in the internet company that permitted the ad. Though such ads have been found to be useful, users do not always prefer their behaviors be used to personalize ads. It also has a positive impact if it also includes their predilection for style, and timing apart from just their interests. Ads are clicked when it shows something relevant to their search but if the purchase has been made, and the ad continues to appear, it causes frustration.