What is the AMCV_ cookie?
AMCV_ is a first- or third-party HTTP cookie generated by the Adobe Experience Cloud ID Service libraries (part of Adobe Analytics, Adobe Target, and other Adobe Experience Cloud products). Its real name, as it appears in the browser, looks like AMCV_XXXXXXXXXXXXXXXX%40AdobeOrg, where the ending segment identifies the site's Adobe organization.
The cookie is set automatically by Adobe's script (for example Adobe Analytics/AppMeasurement or the Visitor API), typically on first page load or on a visitor's first interaction with a site using Adobe services.
What data it stores
AMCV_ stores a unique visitor identifier (Experience Cloud ID, or MID – Marketing/Member ID), plus, depending on configuration, internal metadata Adobe uses to sync identity across its services (Analytics, Target, Audience Manager). The value is typically a long alphanumeric string with an internal structure defined by Adobe.
Data is sent to Adobe Experience Cloud servers (often via subdomains such as *.demdex.net or the client's own first-party tracking domains), in order to link visits and events to the same visitor over time.
What it is used for
The main purpose of AMCV_ is persistent visitor identification for Adobe's services: traffic measurement, on-site behavior analysis, audience segmentation, and content or ad personalization through Adobe Target and Audience Manager.
For the site owner, this cookie underpins Adobe analytics reporting (visits, sessions, conversions) and behavior-based marketing campaigns.
Does it require consent?
In CookieFix's classification, AMCV_ falls under statistics (or marketing, if also used for Target/Audience Manager). Under the GDPR and the ePrivacy Directive (transposed in Romania via Law 506/2004), this type of cookie is not strictly necessary for the site to function, so it requires the visitor's prior consent before being set.
- The site owner must list AMCV_ in the cookie policy, including Adobe as the provider and the storage duration.
- The Adobe script should only load after explicit consent for the statistics/marketing category has been given.
- Romania's data protection authority (ANSPDCP) can sanction the lack of valid consent for non-essential cookies.
How to block or delete AMCV_
Visitors can delete or block AMCV_ from their browser settings (Chrome, Firefox, Edge, Safari – site data/cookie management sections), or via privacy extensions that block Adobe/demdex.net domains.
For site owners, the recommended approach is a CMP that automatically blocks Adobe scripts (Analytics, Target, Experience Cloud) until the visitor gives consent for the relevant category — for example, CookieFix can prevent these scripts from loading by default and only activate them after the consent banner is accepted.
Frequently asked questions
It's an HTTP cookie set by Adobe Experience Cloud to assign a unique identifier to site visitors, used by Adobe Analytics and other Adobe products.
In most cases yes, since it's used for statistics or marketing, it requires the visitor's prior consent under the GDPR and Romania's Law 506/2004.
The typical duration is 2 years from setting or last update, though this can vary depending on each site's Adobe configuration.
Use a CMP that delays loading Adobe scripts until the relevant category is accepted, or manually block Adobe/demdex.net domains.