An analytical study on Data Privacy and Security Challenges in IoT-Driven Marketing Campaigns

Abstract

Personalised and targeted advertising has never been easier, thanks to the fast expansion of Internet of Things (IoT) devices. This has completely changed the marketing game. But there are serious worries about data privacy and security that have arisen as a result of this innovation. Concerning data privacy and security, this study paper examines the difficulties offered by marketing efforts powered by the Internet of Things (IoT) in great detail.An analysis of the complex web of interdependent IoT devices and their function in gathering and analysing massive volumes of customer data is the first part of the research. It examines the Internet of Things (IoT) ecosystems' possible weak spots, drawing attention to the devices' sensitivity to cyberattacks and illegal access. Additionally, the study delves into how data privacy standards like the General Data Protection Regulation (GDPR) affect marketing initiatives powered by the Internet of Things (IoT), highlighting the significance of adhering to these rules and making ethical use of collected data.