Bigger concerns around consumer preference and choice, consumer privacy, and data security have led to many changes to the landscape of data-driven marketing. More companies rely on user data today to improve and customize experiences, improve marketing, and make it work better. Marketers typically used third-party tracking, including cookies, browsing histories, and outside brokers, to capture customer data beforehand. This approach, however, is beginning to be called into question as privacy comes under scrutiny, and more rigid laws take effect in many areas as individuals become mindful of their privacy rights. Firms are turning to zero-party data collection as the way to adapt. To do this, customers supply information directly to companies in exchange for customized perks and improved experiences. My research centers on how people respond to this move from watching from third parties to giving up data willingly. I study differences in privacy feelings, trust, openness and personalization using Privacy Calculus Theory and Consumer Trust Theory. Then, I recommend a strategy from a quantitative survey analysis of 400 online users from my studies. Results indicate significant gains in trust, feeling of control, and willingness to share among those invited to provide data provided freely versus third-party tracking data. My study adds to the literature on ethical data gathering and privacy issues in digital marketing, and presents that the demands of consumers have evolved.