We receive various types of information from every possible side. Among the buzz there are advertisements, announcements and spots – all being part of extensive marketing activities. Worldwide, digital advertising spending (including messages sent via computers or via stationary/mobile devices) by 2020 will amount to 335 billion dollars. These expenses are closely related to the desire to arouse interest among customers and obtain data about them. However, the consumers are becoming more and more demanding – in terms of security, convenience, as well as the efficiency of available solutions, so they are reluctant to share information about themselves. It lies with the service/product providers to offer modern and innovative solutions to their users, along with the development of digitization.