The evolution of marketing has led to the current phase of Marketing 5.0, which combines human-centricity and technology-focus. Advancements in information technology have allowed for data-driven personalisation strategies in marketing, which has caused privacy concerns among consumers. This research investigates consumers’ experiences with targeted advertisements, personalised offers, their privacy concerns, interaction with brands and the relationship between these variables. A series of qualitative interviews (N = 7) was conducted among young adults (18-30 years old) and analysed according to the grounded theory method. The procedure resulted in the formulation of eight hypotheses, describing the emerged patterns. The findings showed that data-driven marketing practices trigger privacy concerns and hinder consumer engagement when the message is too precise, contains personal information, or is repetitive. Privacy concerns are reduced, and consumer interaction increased when the purpose and the benefits of data collection are clear to the consumer. Based on the findings further recommendations for marketers and policymakers are provided.