These 9 companies are leading the charge as advertisers transform the way they use consumer data Summary List Placement A cottage industry of adtech firms are pitching new technologies to help advertisers share consumer data amid the collapse of third-party cookies and growing privacy concerns. One of the most prominent new technologies are data clean rooms, which let advertisers match first-party data like email addresses with data from partners, like publishers, to better target and measure ads. The stakes are high: Marketers spent an estimated $121.5 billion on marketing-tech in 2020, according to a report from BDO, WARC, and the University of Bristol. Without data clean rooms, many pieces of marketing-tech infrastructure won''t work because advertisers won''t be able to extract and use data for advertising. Clean rooms can mitigate the risks that advertisers face in sharing data because they are designed as privacy-compliant tools. Insider pulled together a list, based on our reporting, of the most interesting and largest companies making big bets on new data-sharing technologies.