In an op-ed for AdExchanger's "Data-Driven Thinking," IPG Mediabrands Vice President of Digital Ad Operations Sarah Rose writes that mounting state privacy laws are setting the stage for more first-party data use and privacy-compliant technology. "The net result to the emerging privacy laws is that third-party data solutions are going to be scrutinized more," Rose wrote, adding that federal regulations will be necessary sooner rather than later to avoid "disparate legal ramifications" that could arise from the various state laws now in place. Rose said the "reaction to these regulations is trickling down into our core browser technology," pointing to privacy updates by Google and Safari. Meanwhile, The Wall Street Journal reports marketers attending the Cannes Lions ad festival in France clamored about brand safety and data privacy. 
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