Hi @unais ,
Based on this document:https://docs.microsoft.com/en-us/power-bi/service-embed-secure
The user needs to sign in to view the report if a user has not signed-in to Power BI in their browser session, After the user has signed in, the report opens, only users who have view permission can see the report in Power BI. Lastly, the user needs to be correctly licensed – either they need a Power BI Pro license, or the report must be in a workspace that is in a Power BI Premium capacity. So the login is used for varify the premission and the license.
To achieve a single sign-on experience, use the Embed in SharePoint Online option, or build a custom integration using the user owns data embedding method.
Or we can increase the lifetime of authentication token. The authentication token lifetime is controlled based on your AAD settings. When the authentication token expires, the user will need to refresh their browser to get an updated authentication token. The default lifetime is one hour, but it could be shorter or longer in your organization.
Community Support Team _ Eads
If this post helps, then please consider Accept it as the solution to help the other members find it.
