I’m confused at where we jump to the conclusion that we’ll be forced to sign in to Google’s systems or sign in to every page. How specifically does that come about?

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.

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.

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

All the things that led to getting rid of flash player have been pretty great. CSS is pretty incredible compared to what it used to be. JavaScript is still a train wreck but web assembly holds some promise there. WebGL is also pretty great.

and all that still didn't give you the creative web that flash allowed.