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The central theme of the present paper is to elevate the role of driver state monitoring in traffic safety. It is demonstrated that driver state (including driver distraction, alcohol impairment, and drowsiness) is a major contributing factor of highway crashes. We contend that modifying driver behavior based on the real-time assessment of driver state and delivery of feedback to drivers has the potential to enhance traffic safety. We also contend that integrating driver state information with other safety technologies such as forward collision warning systems and lane departure warning systems will produce a significantly greater benefit than the non-integrated components. The ongoing research activities at the automotive manufacturers and suppliers, research universities, and the government agencies will accelerate the introduction of these safety technologies that will ultimately enhance traffic safety and driver acceptance.