Advances in data privacy are reshaping marketing, pushing brands towards privacy-focused strategies amidst the decline of third-party cookies and heightened consumer and regulatory demand for data protection. This transformation is driven by new technologies and a shift towards first-party and zero-party data, aiming to balance personalized marketing with privacy concerns. Marketers are exploring alternative data sources, leveraging AI, and investing in privacy and consent management to navigate this evolving landscape, highlighting a move towards more ethical, customer-centric approaches.

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