A recent study has shed light on the extensive use of Automatic Content Recognition (ACR) technology by smart TVs to track users’ viewing habits.
Researchers from University College London, Universidad Carlos III de Madrid, and the University of California, Davis, conducted a comprehensive analysis of ACR tracking in smart TVs, revealing that these devices collect data on what people are watching, regardless of whether it is linear TV, streaming content, or even content from external devices connected via HDMI.
ACR technology works by periodically capturing the content displayed on a TV’s screen and matching it against a content library to detect what is being displayed.
This information is then used to create audience segments, which can be used for targeted advertising.
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The researchers noted that ACR is essentially a Shazam-like technology for audio/video content on the smart TV, functioning to monitor viewing habits for advertising and profiling purposes.
The study found that all major smart TV manufacturers, including Samsung and LG, implement ACR.
It is active even when the TV is used as a “dumb” external display, and opting out of tracking does not always stop the data collection.
This raises significant privacy concerns, as users may not be aware that their viewing habits are being monitored and used for targeted advertising.
Furthermore, the researchers discovered that there are differences in how ACR works across the UK and the US. In the UK, ACR is not active when streaming content from third-party apps such as Netflix and YouTube.
However, in the US, ACR is active even when streaming content from the platform streaming app.
The use of ACR technology by smart TVs has been a topic of discussion in the advertising industry. Companies like Comscore have partnered with Vizio’s Inscape to leverage ACR data for audience measurement and ratings.
Similarly, Nexxen has announced a strategic data partnership with The Trade Desk to provide exclusive ACR data segments for advanced cross-channel and cross-device targeting capabilities.
However, the widespread use of ACR technology has also raised concerns about user privacy. A recent report described smart TVs and streaming sticks as a “privacy nightmare,” highlighting the built-in surveillance capabilities of these devices.
Another article noted that researchers have found that Samsung and LG smart TVs track users’ viewing habits using snapshots, even when they are not actively using the TV’s smart features.
In light of these findings, it is essential for users to be aware of the data collection practices of their smart TVs and to take steps to protect their privacy.
The researchers are calling for smart TV manufacturers to be more transparent about the use of ACR technology and for users to be given more control over it.
As the use of smart TVs and streaming devices continues to grow, it is crucial to address the privacy concerns surrounding ACR technology.
By understanding how ACR works and taking steps to protect their privacy, users can ensure that their viewing habits are not being used for targeted advertising without their consent.
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