Does opting out of smart TV tracking work? Research finds “suspicious” traffic.
Smart TVs running operating systems from Samsung, Vizio, and Roku continue sending data to automatic content recognition (ACR) endpoints after users opt out of tracking in the devices' settings, according to research published on Monday. The paper from Northeastern University researchers points to potential privacy violations from some of the biggest TV brands.
ACR captures video screenshots or audio clips from smart TVs and sends the data to remote servers, where it's used for things like measuring content viewership and serving targeted ads.
The paper, "Watching the Watchers: Privacy Analysis of US Smart TV Automatic Content Recognition," examined eight smart TV OSes across 12 smart TVs from 10 manufacturers (Amazon, Hisense, LG, Roku, Samsung, Sony, Supersonic, TCL, Vizio, and Westinghouse) to examine when smart TVs use ACR and how effective opting out of user tracking is.