At present, the key to both Web behavioral ads and those you could receive on your TV is whether you decide to let operators use your personal usage data from their Internet or IPTV services.

AT&T Inc. (T) and Verizon Communications Inc. (VZ) last week said they would give customers a chance to opt in or opt out of any possible behavioral advertising efforts that would be fueled by their Web usage information. Alcatel-Lucent (ALU) Monday announced a planned advertising system for IPTV providers that lets subscribers opt in or opt out of personalized ad efforts using their data.

So with the opt-in option critical to the success of these efforts, I’m waiting to hear what, if anything, ISPs and IPTV providers plan to offer me for use of my usage data or other specific information that’s already being collected.

I’m not sure where to start the bidding!

And I seriously doubt my information is either private or anonymous. Perhaps about as secret as the answers I’d give in a survey that contains my residence, age group, gender and ethnic group.

In fact, I remember a fellow co-worker being told a company survey was anonymous. Corporate headquarters sent it back to him after he failed to answer one of the questions.

The question, though, is really, “What will you give me for it?”

Nothing is free and the value of the data operators seek is pretty high.

And what if a high volume of people opted out? I can imagine some knock off of the famous Do Not Call list (that pretty much shut down the telemarketing industry) needing to be formed for those not interested in having their personal data used.

Who would keep and maintain that infrastructure project?

It seems to be something of a Catch-22 with people hating most ads because they’re not personally relevant. But to make them relevant, operators need personal information/usage data that consumers may not want used in these efforts.

In closing, we need information on at least two fronts before opting in. What do I get for your use of my info? And where do all the other operators and Internet companies beyond AT&T and Verizon stand on this hugely important issue?

Stay tuned!