Sweeping regulations like California's upcoming privacy bill threaten to wipe out the advertising industry. These 10 tech companies are trying to help marketers survive.

Epsilon; LiveRamp; Sourcepoint; Perksy; Yutong Yuan/Business InsiderAs regulation and privacy laws start to take shape, marketers are turning to advertising and marketing companies to help them prepare.

The 10 we list include startups, established security companies, and data firms belonging to major holding companies.A year after the European Union rolled out the General Data Protection Regulation, or GDPR — the sweeping law thatcollect and use people's data — similar rules are coming to the United States.

Digital giants Facebook and Google also are facing increasing regulatory scrutiny and cracking down on advertisers' ability to use third parties on their platforms. Facebook is rolling out a toolthat lets consumers wipe data that Facebook collects from other websites for ad targeting. "Marketers are woefully under-prepared — many have taken a laissez-faire attitude towards privacy," said Ben Barokas, CEO of ad-tech firm Sourcepoint, which provides software for digital publishers to collect first-party data.

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