Privacy-first marketing and LGPD: how to maintain performance ethically

From the race for clicks to trust as a media asset.

For years, performance meant tracking everything and everyone. With the LGPD (Brazilian General Data Protection Law) consolidated and the end of third-party cookies, this model is losing strength and opening space for privacy-first marketing: an approach in which transparency and consent become levers of results, not media constraints. In 2025, brands that treat data as a contract of trust will gain more consumer willingness to share relevant information, improve the quality of their audiences, and reduce dependence on platforms. Instead of chasing users, they build value-based journeys: useful content, clear offers, and explicit promises regarding data use. The practical effect is a cleaner funnel, with fewer leads, but more likely to convert, and a significantly lower legal risk.

Intelligent consent and ethical personalization in practice.

Maintaining performance in a privacy-conscious environment requires redesigning the data architecture. The first pillar is a well-configured CMP (Customer Management Platform) that records and manages consent in a granular way, connected to CRM, CDP (Credit Data Platform), and media platforms. The second is a robust first- and zero-party data strategy: forms, quizzes, loyalty programs, and preference centers that invite users to declare interests in exchange for real benefits, such as premium content or exclusive experiences. By limiting data use to what has been consented to, the brand gains segmentation precision and reduces media dispersion. Ethical personalization arises from this pact: recommendations and offers based on what the person has chosen to share, without dark patterns or silent data collection. In the back office, marketing and legal teams work together on campaign playbooks that are already aligned with the LGPD (Brazilian General Data Protection Law), avoiding rework and fines.

New metrics, new tactics: the future of performance with compliance.

The rise of privacy-first marketing is redefining the performance playbook. Contextual targeting is back in the spotlight, combining content, timing, and channel signals to deliver relevance without tracking individuals, while attribution models are shifting from absolute granularity to incremental testing and aggregated metrics. Brands are now measuring success not only by CPA, but also by growth in consented customer base, opt-in rates, engagement in preference centers, and the lifetime value of customers who have agreed to share their data. Automation tools and consent-driven CDPs are gaining ground, enabling the orchestration of omnichannel journeys only with compliant users. Those who move first reap three competitive advantages: campaigns resilient to regulatory changes, a trusted brand reputation in an environment of misinformation, and a rare asset in digital marketing in 2025: high-intent data, collected ethically and sustainably in the long term.