Adam Breeden/ZDNETFollow ZDNET: Add us as a preferred source on Google.ZDNET's key takeawaysSmart TVs track viewing habits with ACR tech.Collected data fuels billions in targeted ads.Turning off ACR protects privacy but takes effort.Did you know that whenever you turn on your smart TV, you invite an unseen guest to watch it with you?These days, most mainstream TVs use automatic content recognition (ACR), a type of ad-tracking technology that collects data on everything you watch and sends it to a central ...

Core Insights - The article discusses the rise of Automatic Content Recognition (ACR) technology in smart TVs, highlighting its ability to monetize viewer data more effectively than traditional cookie-based tracking methods [1][10]. Group 1: ACR Technology Overview - ACR captures a 2-second screen and audio sample every 5-7 seconds, creating a 256-bit fingerprint that is sent over a secure connection [2]. - Major TV manufacturers like Samsung, LG, Sony, TCL, Vizio, and Roku have integrated ACR into their firmware, allowing for extensive data collection [1][4]. - The technology matches data against a 6 PB reference library updated nightly, covering various content sources including cable and streaming services [4]. Group 2: Data Monetization and Market Impact - Companies like Samba TV and Alphonso are monetizing ACR data, with Samba paying OEMs $0.10 to $0.25 per active set monthly for raw data feeds [5]. - LG Ads Solutions reported $1.1 billion in revenue for 2024, a 41% year-over-year increase, indicating the profitability of ACR-driven advertising [7]. - 87% of U.S. households are now addressable through ACR, with a CPM premium of 3.2 times compared to cookie-based advertising due to its cross-device capabilities [6]. Group 3: User Engagement and Compliance Issues - 78% of smart TV users do not opt out of ACR features, suggesting a lack of awareness or concern regarding data collection [6]. - Legal challenges exist, as seen in Vizio's $2.2 million FTC fine for data collection practices, raising questions about compliance with regulations like GDPR and CCPA [7]. Group 4: Security and Privacy Concerns - The article highlights potential security vulnerabilities, including risks of camera and microphone hijacking through unpatched software [8]. - ACR technology poses a significant attack surface, with demonstrated exploits that could compromise user privacy [8]. Group 5: User Control and Mitigation Strategies - Users can take steps to limit data collection, such as disabling specific settings on their TVs and blocking certain DNS addresses at the router level [9]. - Recommendations include using separate streaming devices and rotating advertiser IDs to enhance privacy [9].