How Online Privacy is Changing Digital Marketing

From AI-generated deepfakes to data breaches, online privacy is a hot topic on the minds of both marketers and consumers. Here’s a look at how online privacy has evolved, what data collection looks like now, and how digital marketers can still connect with their target audience.

Are you aware of your country’s data privacy regulations and rules?

If not, you aren’t alone. Turns out, just over half of internet users worldwide are aware of their country’s data protection and online privacy rules, according to Statista.

While that may seem like a low number, it was closer to one-third just a few years ago.

And that’s not a surprising development in this digital age. With the speed of technology and artificial intelligence (AI) advancement, privacy concerns remain at the forefront of many people’s minds.

Some of these changes are confusing or simply misunderstood by the general population. Let’s break it down with help from HawkSEM SEO Manager Imane Taloaie.

How online privacy has changed digital marketing

We’ve seen a ton of data, tracking, and privacy shake-ups in the last few years. Two examples: Apple’s move towards more data transparency and Google’s Federated Learning of Cohorts or FLoC (which pivoted to Topics API) that aimed to allow advertisers and sites to show relevant ads without the use of tracking.

“The biggest change in the last few years is that data has become super valuable but also really easy to lose, and people know it,” says Taloaie.

“Everything has been changing so fast, from new regulations to new technology, and when a massive hack makes the news, trust can crack quickly.”

She uses the 2024 National Public Data breach as an example. This incident exposed a staggering 2.9 billion records of sensitive information, including names, addresses, and Social Security numbers.

More recently, Yale New Haven Health announced a breach in 2025 that affected 5.5 million patient records.

“All this has led users to demand more control, clarity, and protection over their information,” Taloaie says. “As marketers, this means the old ways of tracking are gone.”

At Hawk, we’ve had to reconfigure our data approach by moving away from third-party tracking toward more opt-in, first-party data strategies.

In practice, we track performance using privacy-first tools like Google Analytics 4 (GA4), and ensure all user data is anonymized and compliant with strict privacy audits.

“It’s all about balancing effective marketing with absolute respect for user privacy,” she adds.

How data transparency has evolved

Of course, data transparency is good for users. Everyone deserve to know what data of theirs is being used and for what purposes.

“More data transparency from big tech should be the norm, not a trend,” says Taloaie. But the onus doesn’t rest solely on individual companies.

Back in 2018, the European Union established the General Data Protection Regulation, or GDPR. This law established specific rules when it comes to how organizations can gather, process, and store the personal data of people within the European Economic Area, or EEA.

Stateside that same year, California residents helped pass the California Consumer Privacy Act, or CCPA. This act’s biggest aim is to help individuals take and maintain control of their data, including how it’s collected and whether or not it can be sold.

“When companies like Google or Apple make privacy changes or give users clearer control over their data, it raises the standard for everyone else. It pushes the whole industry to be more responsible and intentional with data collection.”

For example, Google’s shift toward consent-based tracking and the phaseout of third-party cookies has pushed marketers to get creative with first-party data.

Think: assets like gated content, email sign-ups, and loyalty programs that people choose to engage with.

It forces us to focus marketing efforts on being providers of real value, building customer trust, and “creating experiences users actually want to opt into, instead of relying on behind-the-scenes tracking,” she adds.

In the long run, taking proper security measures to build consumer trust is a good thing for both users and brands.

Third-party cookies have become synonymous with tracking, retargeting, and ads. (Image via Unsplash)

The future of third-party cookies

In the past several years, Google has gone back and forth about whether to eventually phase out third-party cookies. However, in the summer of 2024, Google said they were hitting “pause” on the phase-out plan indefinitely.

But let’s back up for a sec.

A cookie is a piece of data stored on a user’s computer while they’re viewing a site. First-party cookies are set by that specific website.

These cookies allow the site owners to collect anonymous data and improve user experiences. For example, an ecommerce website shows you similar products you may like.

Third-party cookies, on the other hand, are created and set by third parties — someone other than the website owner.

Third-party cookies have become synonymous with tracking, retargeting, and ads. First-party cookies won’t be affected by these new policy changes.

Gathering first-party data is a great way to grow your audience and keep control.

Busting myths around online data and privacy

Back in May 2025, Search Engine Journal reported on the rise of “privacy-first search engines,” seeing this trend as a response to growing data privacy concerns.

The article shares statistics showing that over half of users 18-24 actively work to protect their digital footprint, and Google-alternative search engine DuckDuckGo now boasts more than 100 million daily searches.

“I think one of the biggest misconceptions is that people assume their data is anonymous or too small to matter,” explains Taloaie.

“A lot of users think, ‘I’m just one person, what difference does it make if a site tracks me?’ But the reality is that even basic information, when combined across platforms, can paint a surprisingly detailed picture of someone’s habits and interests.”

On the flip side, some people think they’ve completely lost control, but Taloaie says that’s not true either.

“Most privacy settings, consent tools, and browser options now give users more control than ever,” she says. “The challenge is that few people actually take the time to use them.”

Online privacy and SEO

We often talk about how search engine optimization (SEO) is a marathon rather than a sprint. Another great thing about not letting SEO fall to the wayside is that, when done right, it’s set up to be largely unaffected by these privacy changes.

That’s because these updates won’t impact your ability to reach people organically. If anything, the changes that are taking place are just further proof that SEO is an essential part of marketing your website properly.

By following SEO best practices, you should still be able to show up on the search engine results page (SERP) for relevant searches. This includes tactics like developing quality content to connect with searchers.

Algorithm updates can impact how your SEO efforts are ranked and displayed by Google.

That’s why the idea of creating and serving quality content that answers searchers’ queries will always be a winning marketing strategy and can even help your paid efforts see more success.

How marketers can succeed amid data and privacy changes

As a digital marketer, it can be daunting to think about ways to pivot your strategy to account for changing consumer data and privacy regulations in today’s digital landscape.

After all, you want your marketing campaigns to reach the right people at the right time, and having less information about your target audience can make that seem more challenging.

Taloaie’s best advice for navigating these changes without having to overhaul your digital marketing strategy? Stay informed and adaptable.

“Privacy laws and data regulations change fast,” she explains. “They can differ depending on where your audience lives, so it’s important to keep up with what’s current.”

Beyond compliance, though, the real key is to build trust.

Be transparent about what data you’re collecting and why, and make it easy for user consent to be given or withdrawn.

She adds that, when people feel respected and informed, they’re much more willing to share data. At the end of the day, the marketers who focus on user experience and long-term relationships will be the ones who keep winning, even as privacy standards evolve.

Pro tip: For marketers, the best way to prepare for these changes is to stay educated on data privacy laws and make sure your website reflects that commitment, from clear, explicit consent language to secure data practices, according to Taloaie. The brands that treat privacy as part of their value proposition will be the ones that stand out.

The takeaway

The bottom line is that these online privacy changes won’t stop advertisers from reaching their audience.

What will change is:

• How you get your data
• What customer data you have access to
• What that data looks like

“I think privacy and data security are only going to become more important as everything in our lives becomes more digital,” says Taloaie.

“We’re already seeing users make choices based on trust. I wouldn’t be surprised if we start to see some kind of public ‘trust score’ or rating for how safe or transparent a site is, something that directly impacts whether people click or convert.”

To wit, search engines are already moving in that direction with a stronger emphasis on E-E-A-T signals and user trust.

Even social media platforms like Instagram are working to make platforms safer by tightening restrictions on profiles for teens.

“Privacy and marketing don’t have to be at odds,” Taloaie adds. “There’s this old idea that respecting user privacy means losing insight, but that’s not true anymore.”

When you focus on collecting the right data, not all the data, you end up with cleaner, more reliable information and stronger relationships with your audience. It’s really about quality over quantity.

The marketers who lean into transparency, user trust, and ethical data practices aren’t just checking a compliance box; they’re future-proofing their strategy.

Need more help with your SEO or paid search efforts? Let’s chat.

This article has been updated and was originally published in August 2021.