The NEC doesn't care how you run your cables as long as you don't use existing wiring, conduits plumbing, sprinkler pipes or ceiling support wires to support them. Only other concern is the fire rating of the cable, use plenum in air handling spaces above ceilings and riser cable for vertical runs extending up through several floors. I generally only stock at least riser rated cable.
Depending on the ceiling material use what ever is convenient, you certainly don't need conduit. I normally use drive rings or Caddy "J" hooks.
-Hal