In the modern environment, companies use personalized advertising strategies based on the collection and analysis of big data on user behavior, which raises serious concerns about privacy breaches and leaks of personal information. The article presents the rationale for privacy and data protection issues in the context of digital advertising campaigns, which are becoming increasingly relevant in the context of rapid developments in technology and Internet marketing. The focus is on legislative initiatives such as the General Data Protection Regulation (GDPR) in the European Union and their impact on advertising campaigns. The technologies used to ensure data security, such as encryption, anonymization, and the use of secure communication channels, are substantiated. The focus is on the risks associated with insufficient data protection, including information leaks, abuse of personal data, and manipulation of user preferences. Particular attention is paid to the problems associated with targeted advertising and the practice of collecting data without user consent. Recommendations have been developed for marketers and companies to improve data protection and ethical standards in the digital advertising industry in order to minimize risks and increase user trust.