The Wall Street Journal reports marketers are turning to new technology called “clean rooms” where companies pool consumer data while complying with privacy laws. Using the software process, companies cannot view the entire pool of data or any consumers’ personal information. The software searches through multiple data sets of consumers’ online history to find areas of overlap. Clean room software provider Habu's Chief Product Officer Matt Karasick said, “There are techniques that are used to protect data at source, at transit and in use.”