Edit: for clarity, I believe anything with the ability to analyze the user environment via Javascript/etc on major sites is likely fingerprinting regardless. Blocking, environment isolation and spoofing is already necessary to mitigate this.
Guess how they're doing it. It's not cookies. It's also why the GDPR is not a "cookie law" and accepting the prompts but blocking cookies is not really a substitute.
Only reason why we see this movement is because advertisers feels confident about removing third party cookies.
But once anyone gets a creepy fingerprinting system working, the barriers drop, and it becomes cheaper to resell the capability as a library or service.
It may offer some minor benefits in terms of enabling companies that "want to be more ethical than the competition", but that too seems like a long-shot. :p