Third-party cookies have been a staple in the marketers' toolkit. They're especially essential when it comes to personalising the digital customer experience. In fact, a recent Adobe survey found that 60% of personalisation use cases rely on third-party cookies. But thanks to growing consumer privacy concerns and associated government regulations, the third-party cookie has been targeted for distinction.

Microsoft and Apple have already eliminated third-party cookies and similar tracking technologies from their platforms.
Google, which has 65% of global market share for browsers, has announced its intention to stop allowing third-party cookies in Chrome over the next two years.
The certain demise of third-party cookies will change marketing forever. But because marketers are a resilient and creative bunch, they're finding opportunities to use data in more intelligent ways in this third-party cookie-free era. In fact, a "cookieless" future will actually empower marketers to create more meaningful and valuable customer engagements than ever before. Here's why: