The third-party cookie is quite literally crumbling. Cookies first got a bad rap when third-party cookies – those used by a domain and usually a company not associated with a particular site that is being browsed – started to track user behavior across websites and domains. This was incredibly useful for measuring the impact of an “impression,” but for many consumers it felt intrusive when the item that they had looked at began following them across the web. Now that companies, such as Apple, Google, and Mozilla, are doing away with third-party cookie tracking, organizations need to shift their data strategies to stay relevant and successful in a cookieless world. In this session, Amit Ahuja, Adobe VP of DX product management and marketing, discusses why the third-party cookie isn’t all that it was cracked up to be, and how companies must prepare for a cookieless world.