Home Alternative guide Almost 9 out of 10 Irish organizations will be impacted by Google’s cookie changes

Almost 9 out of 10 Irish organizations will be impacted by Google’s cookie changes

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Marketing departments in organizations across Ireland are undergoing a fundamental change in the way they use and capture data following changes in the way businesses can use 3rd party cookies. However, a Compliance Ireland survey of 144 compliance professionals in Irish organizations across the country found that although Google’s impending changes to the use of 3rd party cookie data will have implications for almost 9 out of 10 businesses there is a general lack of awareness, with 74% of respondents saying there is little or no awareness of the issue within their organization.

The survey also looked at whether or not marketing and compliance teams were working together to prepare and develop new data collection strategies before these changes – more than half said there was no coloring, while an additional 14% said they would like to work more closely with the marketing department.

Michael Kavanagh, CEO of the Compliance Institute (formerly the Association of Compliance Officers in Ireland (ACOI), said the findings highlight a communication problem within Irish organizations that needs attention.

“In 2023, Google Chrome will block third-party cookies and approx. 65% of the global market, this will force marketers to consider other options. However, these results indicate a lack of awareness, a lack of preparation and perhaps a lack of collaboration All of these are concerns from a compliance perspective.

This tells us that organizations need to look at the data domain from a more holistic perspective. This isn’t just the domain of marketers within the enterprise – anything involving data collection or capture has a GDPR element to it, which of course is primarily driven by compliance professionals.

Not so long ago, the Data Protection Commission (DPC) published a guidance note entitled “Cookies and other tracking technologies”, which described what the DPC considers to be best practice and aimed to ensure higher levels of membership in Irish organisations. At the time, Irish organizations were required to review their cookie policies to ensure they met the standards set by the EU. It was at this stage that collaboration between the marketing and compliance teams was necessary to ensure that the organization had all the points on both.

We need the same kind of collaboration now.”

The Compliance Ireland survey asked:

How aware is your organization of upcoming Google changes? Are measures taken accordingly?

%

  • A lot of awareness and we have made/are making changes 8
  • Lots of awareness but we haven’t made any changes yet 5
  • A little awareness – some actions undertaken/planned 13
  • Some awareness – no action taken/planned 24
  • No awareness that I know of 37
  • This does not apply to us 13

How closely do you work with your marketing department in developing alternative data strategies to replace third-party cookies?

%

  • Very close 18
  • We work a little with them 17
  • Not at all 51
  • We would like to work more closely with the market department on this 14

Mr. Kavanagh concluded,

It is clear from our survey that more collaboration and communication is needed. Marketers need to do more to engage with fellow compliance officers and vice versa..”