The document discusses challenges and trends in data analytics in 2022 and beyond. It covers 5 key themes: 1) consent management platforms, 2) data exhaustiveness, 3) changes to data models, 4) data quality, and 5) front-end bloat. For each theme, it identifies current issues, potential solutions, and future directions, such as the need for privacy-focused metrics, double tagging, auditing existing implementations, optimizing necessary parts, and discussing changes with developers. The overall message is that analytics needs to evolve to address privacy, exhaustiveness, changes in tools and regulations.