The story seems to be that these companies want to do ad attribution across devices. Example: I click on an Adword on my phone, and come to your site. I then co

The story seems to be that these companies want to do ad attribution across devices. Example: I click on an Adword on my phone, and come to your site. I then come back later on my desktop computer and buy something. Google would like you to consider this when you evaluate the ROI of that ad campaign. The author of the story sounds completely clueless.