Azure Active Directory application authentication (Public Preview)
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We are adding application authentication to Power BI Embedded. This will enhance the deployment, security, and application lifecycle management Power BI Embedded applications. Currently, building a Power BI Embedded application requires the creation of a master user account, storing the credentials for that account, and then using them in the application code for performing non-interactive sign-in to Power BI. Azure Active Directory has special support for applications authenticating using their own identity without a user context. This support, designed for app-only authentication, allows higher control and security, has fewer limitations, and is the recommended approach.