Collaborative consent treats the consent process as ongoing dialogue rather than a one-time decision. It recognizes the interdependence of data gatherers and individuals and aims to balance their needs through transparency and ongoing user control. The failure of Phorm's secretive behavioral tracking approach showed that meaningful consent is crucial to maintain public trust. Future consent models could take advantage of digital communication by providing ongoing information and options for users to opt-in, withdraw, or modify their consent in real-time through a collaborative process.