Digital technology and precision marketing enhanced the development of behavioral targeting advertising. However we know little about how consumers evaluate this kind of targeting tactic. This paper uses grounded theory to discover the dimensions from which consumers perceive the value and the cost of behavioral targeting advertising, and then, exam how they impact on advertising attitude and what the antecedents are.This paper finds out consumers evaluate behavioral targeting advertising based on Demand Response, Information Control and Private Concern. Demand Response influence consumer’s advertising attitude positively, while Information Control and Private Concern influence consumer’s advertising attitude negatively. Regulation focus, self-efficiency and internet usage are antecedents of the perceived value of online behavioral targeting advertising.