What is the primary benefit of using Secure Multi-Party Computation (SMPC) in advertising?

The primary benefit of using Secure Multi-Party Computation (SMPC) in advertising is enabling collaborative data analysis and computation without revealing the underlying data to any single party. SMPC allows multiple parties (e.g., advertisers, publishers, data providers) to jointly compute a function on their private data, such as calculating audience overlap or optimizing ad targeting, while keeping each party's data confidential. For example, two advertisers could use SMPC to determine how many of their customers are the same without either advertiser revealing their customer lists to the other. This enhances privacy and security, fostering trust and collaboration in the advertising ecosystem.