There are different levels of personalization. I won't be okay with something based on my search/purchasing/location history, psychological profile, personal details etc. But I would be okay with something targeted at my age, gender, and the content of the page I'm visiting.
why?
no, seriously, why?
"personalized" ad creeps me out, and I really don't understand how people can tolerate a banner like "We know you buyed Some Thing from amazon so we think you would like to purchase Related Thing from us" and not freak out