Digiday reports on the advertising technology industry's awareness of the upcoming EU General Data Protection Regulation, particularly the reaction from U.S.-based firms. The report states some ad tech executives have said various U.S.-based vendors consider the law a regional, rather than an international, issue. PwC's Sam Tomlinson said he has been "inundated" from ad tech vendors in Europe wanting to know how to prepare for the GDPR, but, he added, one reason for the ad industry's apparent lack of attention to the regulations "is that ad tech strategic thinking is often happening in the U.S." and that escalating "local" concerns to U.S.-based leadership can be a struggle, "although there are some signs that's now starting to change." 
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