Authors - Martin Mollay, Deepak Sharma, Pankajkumar Anawade, Chetan Parlikar Abstract - The primary research intention of the present study is to find out the impacts of laws such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) on the digital marketing landscape. The set of regulations relates to data protection, which involves a stringent regime for how the firms gather, process, and hold the privacy of their clients. Therefore, the two main bottlenecks of marketers are fewer consent mechanisms, less data, and a need for more options for personalizing. Still, technology is a fashionable thing that has been launched, and the effectiveness of the new technology revitalizes it. Firms mostly turn to first-party data that question the need for intermediaries. This means that they can collect information directly from the consumer, which then naturally results in much more productive and meaningful customer relation-ships. Getting hold of advanced technologies, for instance, artificial intelligence and machine learning, which work with smaller datasets, also provides a window for companies to discover a large number of customized, and possibly even more valuable, aspects through customer behavior without invading the privacy of the person who is identical to the threat of the law. Additionally, the price of compliance with the regulations is high, notably for Small and Medium sized Enterprises (SMEs). In contrast, it is the most highly cost-effective way for the consumer to win consumers’ trust in the brand and make them loyal to it in the long run. In this new era, ethical marketing follows the footsteps of the evolutionary journey where complete openness and consumers’ private space value are the main topics. Personal data can be acquired in a way that is not compliant with privacy laws. However, zero-party data or consumer information given to businesses might still be the source for personalized experiences that are privacy compliant.
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