Marketing departments of organisations throughout Ireland are undergoing a fundamental shift in the way they use and capture data as a result of changes to how businesses can use 3rd party cookies.

However, a survey from Compliance Institute , of 144 compliance professionals within Irish organisations throughout the country, has found that although the oncoming changes from Google around the use of 3rd party cookie data will have implications for almost 9 in 10 businesses, there’s a widespread lack of awareness, with 74% of respondents saying there’s little to no awareness of the issue within their organisation.

The survey also looked at whether or not marketing and compliance teams were working together to prepare and develop new data collections strategies in advance of these changes – more than half said there was no coloration at all, while a further 14% say they would like to be working more closely with the marketing department.

Michael Kavanagh, CEO of Compliance Institute (formerly Association of Compliance Officers in Ireland (ACOI), said the results point to a communication issue within Irish organisations that requires attention. Speaking this week, Kavanagh said, "In 2023, Google Chrome will block third party cookies and ca. 65% of the market globally, it will force marketers to consider other options. However, these findings point towards a lack of awareness, a lack of preparation, and possibly a lack of collaboration. All of which are concerning from a compliance perspective."

He added, "It is evident from our survey that greater cross collaboration and communication is needed marketers need to do more to engage with their compliance colleagues and vice versa."

Source: www.businessworld.ie