MARKETING WITHOUT COOKIES: CONSUMER TRUST, DATA ETHICS, AND BRAND STRATEGY IN THE PRIVACY-FIRST ECONOMY

Abstract

The global shift toward a privacy-first digital economy accelerated in 2024 as regulatory reforms, platform policy changes, and rising consumer awareness fundamentally altered data-driven marketing practices. The gradual phase-out of third-party cookies compelled organizations to rethink customer targeting, personalization, and measurement strategies. This study examines how marketing without cookies influenced consumer trust, data ethics, and brand strategy during 2024. The research analyzes how firms adapted to consent-based data collection, first-party data ecosystems, and ethical data governance while maintaining brand effectiveness. By evaluating trust-building mechanisms and strategic responses in a privacy-constrained environment, the study contributes to understanding sustainable marketing practices in the evolving digital landscape