My guess: to discriminate whether traffic is from a humam or bot to improve ad delivery metrics.

modo_mario 3 hours ago | parent | next [-]

Most sites are not going to implement this themselves. I think they're in prime position to become a key broker of identity in the same way that a lot of people already log in with their meta or google account to unrelated websites. They become very entrenched and get a ton of data that way.

As more and more people essentially lock themselves in with these identitybrokers tho I imagine it has a very stifling effect on speech tho. Imagine getting banned from those.

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moolcool 3 hours ago | parent | prev [-]

Aren't they incentive to treat bot impressions as real?

	▲	Manuel_D 2 hours ago \| parent \| next [-]
		Not quite. If it's widely known that bot impressions aren't being filtered out, then people are less likely to place ads with Meta.
	▲	iamacyborg 3 hours ago \| parent \| prev [-]
		Not if they can charge more for “certified” human impressions