This study highlights the role of cookies in personalization, considering its importance in the field of marketing, and consequently focuses on digital marketing trends. Personalized content based on user data increases customer loyalty, and customizations can be easily made with the “accept all cookies” culture, but regulations imposed on the use of cookies, including the importance given to privacy, also partially threaten this culture. With the development of artificial intelligence, future trends are predicted while adhering to the privacy-friendly principle.  This way, both time and cost savings are planned in the field of marketing. For businesses aiming to achieve success, they must select marketing types specific to their business to gain a significant share in the digital market and stand out in the competitive digital environment by staying up-to-date. Therefore, this study serves as a guide for such businesses.