Abstract

The evolution of privacy legislation, including GDPR, CCPA, and similar frameworks, has significantly impacted the digital marketing ecosystem. These laws restrict traditional datadriven practices while opening pathways for more transparent and consumer-focused strategies. This paper explores how marketers are adapting to these changes, finding innovative ways to comply with regulations while maintaining the effectiveness of their campaigns. By analyzing case studies and current trends, it identifies how ethical practices, privacy-preserving technologies, and a shift toward first-party data are reshaping the industry. The study emphasizes the dual opportunities of compliance and innovation, highlighting the importance of building trust in a privacy-conscious world.