No, this thing is not necessary. That's an excuse for giving up privacy to a group of unaccountable corporations who exist to make money and are often abusive of their positions.

I don't have an answer per se, but if your answer is some sort of content blockchain so everything is traceable, then it doesn't matter that I don't have the answer. That's so repulsive as to not require an alternate solution. It's like giving yourself a lobotomy because you have a headache. It's the wrong answer full stop.