A method of and system for providing consumers with control of the use of the consumer's data and providing associated rewards. A data control server computer (DCSC) receives from a consumer computing device consumer data and an associated data control parameter that specifies a level of control granted over the usage of the associated consumer data. The DCSC utilizes the received consumer data in accordance with the specified level of control over the usage of the consumer data. The DCSC will provide rewards to the consumer as a function of the consumer data entered by the consumer and the level of control of the usage of the consumer data specified by the consumer, and/or based on the quantity of the consumer data entered by the consumer, and/or based on the level of control of the usage of the consumer data specified by the consumer.