| Abstract | As digital marketing increasingly relies on consumer data for targeted advertising, the
privacy and security of this information have become major concerns. traditional methods of
data collection and management often expose consumers to privacy breaches, data misuse,
and lack of transparency. blockchain technology, with its decentralized and immutable
features, offers a promising solution to enhance consumer data privacy in digital marketing.
this research explores the potential of blockchain to give consumers greater control over their
personal data, enabling them to decide what information to share, with whom, and under
what conditions. through the use of smart contracts and cryptographic techniques, blockchain
ensures that consumer consent is obtained, recorded, and adhered to, while simultaneously
reducing the risks of unauthorized access and data manipulation. the study also examines how
blockchain can improve transparency in data handling, allowing consumers to track how their
data is used across marketing campaigns, while maintaining their anonymity. by investigating
real-world case studies and technological implementations, this paper evaluates the impact of
blockchain in reshaping data privacy policies, reducing reliance on third-party data brokers,
and building trust between consumers and digital marketers. the findings suggest that
blockchain could play a key role in achieving ethical, transparent, and privacy-focused digital
marketing practices.
|
|---|
