Behavioral Targeting AD is a method of advertising that accumulates information such as hobbies and interests that is to say, frequently searching keywords, frequently visiting sites and frequently watching channels of specific users to show advertising proper for the users when they make a visit again or recommend products. The purpose of this study is to analyze factors influencing acceptance and extension of these advertising services by accepters prior to commercialization. For this, this study additionally analyze factors influencing acceptance of other new media in order to find variables appropriate to Behavioral Targeting AD based on the theory of TAM(Technology Acceptance Model). As a result of the data, as the factors influencing perceived usefulness by Behavioral Targeting AD, the reliability and prevention was proved. On the other hand, the variables(individual progressive inclination, Internet use ability) related to individual characteristics which were expected to influence the perceived ease of use didn’t give significant effects. In addition, among the variables about the use intention of Behavioral Targeting AD, the recognition of privacy was shown to be a negative effect and the perceived usefulness proved to be a considerably positive effect. However, contrary to TAM, in this study perceived ease of use proved that it didn’t give a significant effect to the use intention. This is interpreted that the characteristics of advertising services which are passively provided were reflected. Accordingly, it showed that more effective Behavioral Targeting AD should emphasize the information reliability and usability than convenience of information acquirement through services. Furthermore the efforts to emphasize the security related privacy in order to solve problems such as abuse of individual information can be helpful in the accepter’s recognition.