Personalization in the modern digital age represents the standard of online marketing approach towards the potential user. Many studies show that personalization has many positive effects for the company and the user. There are different types of data that are collected whether the user is aware of it or not, such as personal data, engagement data, behavioral data and attitudinal data. Companies have various ways in which they can use this data. The legal bases from the OECD earlier, by which the GDPR was accompanied, are based on a couple of relevant guidelines for online marketing. There are several examples of large and small companies that have violated the stated principles and suffered financial and reputational damage. Massive data collection, among other things, carries the risk of abuse and security risks enhanced by unauthorized access. In order to avoid such risks, it is necessary to take certain protection steps. The collector should minimize the volume of data, compile a detailed list, protect it in three parts and control the disposal process. The provider should strengthen encryption, use multi-factor authentication, use more private browser alternatives, etc...According to DataGrail's research, user awareness of unethical data handling has greatly increased (respondents from: USA, Britain, France and Germany). An analysis of the survey was conducted in July 2024, which, with a sample of 110 respondents, came to the conclusion that people are skeptical about submitting data, but ultimately not educated about how this data is processed. Most believe that their data can be used to improve the service, but they do not trust the collecting companies to do so in an ethical and concisely descriptive manner. Mass surveillance and the danger of authoritarian regimes have too many benefits from the volume of the economy of data. In the prism of economics, it can be concluded that a consistent collection policy can bring benefits to both parties. Also presented, is a hypothetical example of a business organization that in principle follows all ethical rules in business and thus brings economic benefit to itself and its customers.