A few weeks ago, Google sent an email to everyone with a linked Google Analytics and Google Ads account. The message sounded reassuring: “we are simplifying controls and streamlining the consent process.” But anyone who reads past the surface sees something fundamentally different: one of the most concrete privacy controls advertisers had is being removed. And the debate that followed — ignited by former Google Analytics Product Manager Krista Seiden — points to something larger than a routine technical update.
Consent frameworks assume a temporal buffer — a gap between producing something and that something being used. You write a book, then someone asks to use it in a training dataset. You audit a bill, then the bank decides whether to trust your judgment. The gap is where consent lives. It's the space where you can say yes or no.
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Some people think that privacy, openness, and user consent are all at odds with one another. Here's a guide on how to navigate all three as a developer.