In an op-ed for Adweek, Semcasting CEO and Founder Ray Kingman looks at four ways the advertising technology industry can prepare for state privacy laws and a potential federal U.S. rule. Kingman writes adtech companies should ensure their privacy notices are simplified, focus on first-party data partnerships, have conversations with lawmakers, and look at the core concepts behind the privacy rules. “We’re moving to a consumer consent model where permission is the prerequisite for use of any and all data in consumer outreach,” Kingman writes. “That shift will be a radical one for the larger digital marketing community.” (Registration may be required to access this story.) 
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