Google has been kicking the can on ending third party cookie support for years. Chrome has such a large market share that whatever they decide to do has a huge impact on the ability to monetize content with ads.
There’s no clear direct replacement for identifying users for ad targeting outside of 3pty cookies. Lots of competing ‘privacy preserving frameworks’ but they all need buy in from many players at scale to be effective.
Yeah it’s arguable that Steam is a monopoly but somehow billion dollar publishers can’t create a store to sell their own products without fucking it up with annoying bullshit. Pay the 30% to protect you from yourselves.