With 3rd party cookies going away, companies now need your email address to effectively track you.
Tracking you via your email address is actually better than using cookies (for the advertiser) because it works cross-device and cross-browser.
Any mechanism that makes it easier to login to sites will promote the usage of email addresses for tracking purposes. Think retargeting and conversion tracking (no longer needing to be cookie-based).
Passkeys = quicker and faster to get a user's email address.
Tracking you via your email address is actually better than using cookies (for the advertiser) because it works cross-device and cross-browser.
Any mechanism that makes it easier to login to sites will promote the usage of email addresses for tracking purposes. Think retargeting and conversion tracking (no longer needing to be cookie-based).
Passkeys = quicker and faster to get a user's email address.
Email address = even better than "super cookies"