Browsing by Author "Tenorio Hoyos, Santiago"
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Item Transformaciones del marketing digital en un mundo post-cookies(Universidad Santiago de Cali, 2025) Tenorio Hoyos, Santiago; Londoño Cardozo, Jose David (Director)The phase-out of third-party cookies is fundamentally reshaping the digital marketing ecosystem. Driven by data protection regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), this shift presents significant economic, strategic, and technological challenges for organizations. For decades, third-party cookies enabled advanced audience targeting and personalized advertising, optimizing campaign performance. Their disappearance forces companies to reframe their strategies around the ethical collection of first-party data and the building of trust-based relationships with consumers. This article examines the broader implications of the decline of third-party cookies, particularly its impact on advertising profitability, regulatory compliance, and competitive dynamics. It also explores emerging technologies like Google’s Privacy Sandbox, universal identifiers, and the application of synthetic data, alongside value exchange strategies based on informed consent. The study adopts a qualitative approach through a documentary analysis of secondary sources and proposes adaptation scenarios for the industry. Findings suggest that the transition toward privacy-centered digital marketing requires more than adopting new technical tools; it demands a cultural shift in how organizations manage personal data. Companies that proactively strengthen their ethical data management capabilities will be better positioned to succeed in an increasingly regulated and consumer-driven digital environment.