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Hi. I work in web and was on the analytics team for a major Canadian based retailer.

The death of cookies is absolutely a corporate level driver for the push to authenticate.

Trackers being unable to stash long ttl cookies is being replaced by reliable ways to reidentify people... such as logging in.

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But you can still store trackers right? Just not cross reference the tracking cookie with the cookie from other domains.

I can see this if you go from site X to site Y where you're logged in on both X and Y, and you can correlate (say) the email. But if you're logged into Y (the store) but not X some random referrer, how do you attribute the conversion?

You will be kindly asked to log in with Google everywhere, for your convenience and security.

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