Google’s shakeup of its third-party cookie tracking system will have big implications for marketers and consumers alike

Digital Business Ireland, the country’s leading representative body for the digital commerce sector, has today published details of the biggest trends predicted to dominate the Irish eCommerce sector in 2024.

Entitled ‘Digital Companies to Watch in 2024’, the campaign profiles a diverse cohort of digital businesses focused on predictive analytics, software development, eCommerce marketing, and marketplace solutions. The ebook also details the trailblazing nature of the products and services, with the key personnel in each company outlining their enterprise’s ambitions and the emerging trends for 2024.

The main trends highlighted for 2024 centre around the proliferation of AI and the changes in Google’s handling of third-party cookies.

“The Irish digital sector in 2024 will witness a continued surge in the adoption of AI and ML technologies. Companies will integrate these technologies to automate tasks, enhance decision-making, and improve customer experiences. The growth of software in businesses, especially in Ireland, will persist, with new ventures entering the digital realm to fuel their expansion,” says Dev Centre House, which provides high-grade customised software development services within Ireland and overseas.

According to predictive analytics company Graphite these two trends will become interlinked as Google plans for a full rollout to eliminate cookies later this year: “With the death of the third-party cookies and global digital ad companies having a “walled garden effect”, we are going to see more and more performance agencies and ecommerce businesses looking to AI to optimise ad performance.”

Google has already begun rolling out these changes to 1% of global users. The company has been criticised for this move as their solution, which only works on a Chrome browser, likely doesn’t benefit anyone other than Google, as advertisers will have to rely solely on the company’s tracking data.

Speaking on the release of the campaign, Digital Business Ireland Chairperson Ashley McDonnell said: “The ‘Digital Companies to Watch in 2024’ campaign highlights innovative ecommerce enterprises that are focused on driving further growth in the sector in 2024. With the proliferation of AI tools expected to reach tipping point this year, these companies are expertly placed to deliver results for their customers during a volatile time for ecommerce businesses.

For discernible companies looking to stay ahead of the ecommerce curve, this publication is a must to set your business operations on the right track this year.”

The Ones to Watch in 2024 booklet by Digital Business Ireland can be viewed here:



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