Individualised online marketing requires taking a stand regarding legal laws and user privacy. Although laws and regulations have arisen to strengthen individuals' rights to privacy and data control, the subject is still perceived as complex. The purpose of the study is to make it easier for companies' marketing departments when communicating with consumers, by creating an insight into the consumer's perception of how sharing their personal data affects marketing on the internet. This study aims to investigate consumers' experiences regarding privacy and personal data for marketing purposes. The aim is to gain an insight into how users assess the value of the positive aspects of internet use, concerning the concerns linked to protecting personal data. Researchers of the study will research which factors impact consumers than they are sharing their personal data.  To answer the research question, 16 interviews were conducted, based on the consumer perspective. Respondents answered questions about their experience of privacy and sharing personal data when using the internet. At the same time, the study shows that consumers do not know how little control they have over their personal data. The study also shows that consumers value their privacy when sharing personal data online by trying to control the sharing of personal data. The empirical material shows that there are consumers who appreciate targeted marketing, while other consumers see it as an invasion of privacy. The study's theoretical contribution includes a model that infers the factors a consumer considers when deciding whether to share their personal data. The study concludes that consumers' experience of invasion of privacy makes them choose to minimise the sharing of personal data. This results in targeted online marketing being negatively affected, as consumers minimise the sharing of personal data. The study also concludes that consumers' relationship with companies deteriorates in cases where consumers experience lower trust, when they experience that their integrity is being violated.