Abstract: Prior research suggests that the effectiveness of targeted advertising as a marketing tool is closely related to users' acceptance of and relative comfort with the type of information used to target the advertisements. In addition, although Generation Z individuals (born 1997-2012) are becoming more influential as consumers and are often active social media users, studies on user opinion of targeted advertising often lack their perspectives. In this study, the researcher explores how this cohort feels about data collection in relation to targeted advertising by surveying 216 Generation Z social media users on their comfort with certain ‘data collection types’, and their inclination to interact with advertisements that utilize these types. Specifically, the researcher proposed hypothetical advertisements that would contain data on location, general in-app behavior, specific in-app behavior, behavior on other websites, provided demographics, and algorithmically-inferred demographics. Data analysis revealed that comfort level and inclination to interact with an advertisement were connected within each data collection type, and that users were especially comfortable with certain data collection types, yet especially uncomfortable with others. Few conclusions could be reached surrounding if generation has an effect on these opinions; research that poses the same questions to individuals in Generation Z as well as older individuals may be more appropriate in gauging generational differences in opinion on these topics.