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ZDNET's key takeaways
Smart TVs track viewing habits with ACR tech.
Collected data fuels billions in targeted ads.
Turning off ACR protects privacy but takes effort.
Most modern smart TVs come with a silent partner: Automatic Content Recognition (ACR). This ad-tracking tech monitors everything on your screen in real-time, feeding your viewing history into a database to build a precise profile of your habits. It's the engine behind those eerily specific ads -- and it's likely running the moment you press power.
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What's the incentive behind this invasive technology? According to market research firm eMarketer, in 2022, advertisers spent an estimated $18.6 billion on smart TV ads, and these numbers are expected to continue rising.
How does ACR work?
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