Advertising is far from the internet consumer's favorite thing, but according to a new study, web surfers understand the necessity of advertising to access the content they want.

A poll by Nielsen found that 67 percent of respondents agree that "Advertising funds low-cost and free content on the internet, TV, newspapers and other media," according to Adweek.

Nielsen surveyed 50 markets around the globe and found some regional differences when examining the amount of trust consumers put into advertising. In North America, 42 percent of respondents said they trust online advertising, compared to 53 percent of Latin American respondents, and 36 percent of Europeans.

In another surprising turn, the survey found that brand websites outscored traditional ad media in terms of consumer trust.