<![CDATA[This study aims to analyze Generation Z's views on personal data management and the ethics of targeted advertising practices in the digital era. A qualitative approach using phenomenological methods was used to explore individuals' subjective experiences and interpretations regarding the use of personal data in their daily lives. Data were collected through in-depth interviews, observation, and documentation with informants purposively selected based on their intensity of digital platform use. The results indicate that Generation Z has a fairly good awareness of safeguarding their personal data, particularly in limiting the dissemination of sensitive information on social media. However, their understanding of the mechanisms of data collection and utilization by digital platforms remains limited. Perceptions of targeted advertising differ, with some informants feeling helpful due to the relevance of the ads displayed, while others feel uncomfortable due to privacy concerns. This situation indicates an ambivalent experience between the benefits of technology and concerns about data security. The study concludes that although awareness of the importance of personal data has been established, a deeper understanding of data management still needs to be improved. Therefore, it is recommended that Generation Z be encouraged to adopt a more critical and informed approach to data-driven digital practices.]]>
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