From an Adobe Audience Manager application service perspective, our engineering and product teams have observed the industry moving to more durable identities for years. For example, Safari's ITP and Firefox's ETP have both been working toward limiting or removing cookies. Safari has actually been blocking third-party cookies since 2013.
Google stated that they will be working with the wider ecosystem to create new solutions for the industry; we plan to partner closely with Google and the wider ecosystem to contribute to this conversation. It’s important to note that Google’s announcement stated this change will take effect within two years.
Currently, third-party cookies are one of four identifier types supported in Audience Manager (first-party Cookie ID, third-party cookie ID, Device Advertising ID and Customer ID). We are well-positioned to support your use of IDs beyond third-party cookies, as demonstrated by recent releases such as People-Based Destinations and Audience Identity Reporting. We will continue to innovate and be an active member of the conversations in regards to browser policy updates.