Deepika Tripathi, BBA LL.B. (H), Amity Law School, Amity University Madhya Pradesh ABSTRACT The digital marketplace has dramatically altered the IP landscape from consumer confusion to brand equity erosion. However, when it comes to cross-border digital events like algorithmic keyword advertising, targeted meta-tagging, domain squatting, and decentralized Web3 brand implementation conventional dilution theories, rooted in traditional geographic boundaries, have major systemic problems. This...