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In this research, we delve into the burgeoning impact of blockchain technology on consumer data privacy within digital marketing, a field rapidly evolving due to technological advancements.As digital marketing strategies increasingly hinge on the nuanced use of consumer data, concerns regarding privacy and data misuse have escalated, highlighting the need for innovative solutions.This study explores how blockchain, known for its decentralization, transparency, and robust security, emerges as a potent tool in redefining data management practices in digital marketing.Through qualitative analysis, including diverse case studies and document reviews, the research illuminates blockchain's practical applications in enhancing supply chain transparency, combating ad fraud, revolutionizing loyalty programs, and establishing decentralized marketing platforms.While acknowledging blockchain's potential to transform marketing strategies towards greater transparency and consumer empowerment, the study also addresses challenges in its integration, such as technological complexity and scalability.Concluding with strategic recommendations for marketers and policymakers, this research underscores the need for collaborative efforts and continuous education to harness blockchain's full potential, aiming to foster more secure, transparent, and consumer-centric digital marketing practices.
Qaisar et al. (Mon,) studied this question.