The goal of Google's is prevent marketers from engaging a particular audience in a particular context.
TURTLEDOVE (“Two Uncorrelated Requests, Then Locally-Executed Decision On Victory”) proposal attempts to enable consumer retargeting without any marketers receiving any identifier.
The proposed mechanism requires the web client to store some the attribute information marketers would want to use as an input into audience creation or auction management.
By removing this ability, this has the risk of preventing organizations from detecting non-human traffic. Another potential impact of removing this information is a degraded end user experience.