Smart TVs Capture Viewing Data Every Half-Second for Targeted Ads

This continuous, granular data collection reconfigures advertising opportunities and privacy expectations in the streaming ecosystem. It empowers TV manufacturers and third-party data brokers with detailed viewing habits, enabling highly targeted ad delivery across multiple devices. The practice shifts more power to device manufacturers as data intermediaries, impacting ad-tech strategies and potentially influencing which content gets promoted. Watch for further regulatory scrutiny and increased consumer awareness to influence opt-out rates and data collection practices.

The widespread use of ACR technology in smart TVs is attracting increasing regulatory and industry attention. In January 2026, Texas Attorney General Ken Paxton initiated lawsuits against five TV manufacturers—Sony, Samsung, LG, Hisense, and TCL—alleging privacy violations through unlawful ACR data collection and monetization (IAPP, January 2026). Temporary restraining orders were issued against Hisense and Samsung, highlighting state-level intervention against embedded tracking. Paxton specifically raised concerns about data being sold to brokers for advertising, and the potential for cybersecurity and national security risks, particularly with Chinese-owned companies.

Similarly, Kentucky's House of Representatives unanimously passed HB 692 in March 2026, which would require explicit opt-in consent for ACR data collection by classifying it as "sensitive data" under the state's Consumer Data Protection Act (GBlock, March 2026). If enacted, this could significantly reduce the volume of ACR data available for advertising, mirroring the impact of Apple's App Tracking Transparency on mobile ad ecosystems.

While ACR provides a valuable signal for CTV measurement and addressable advertising, enabling cross-screen attribution and informing ad-tier strategies, its privacy implications remain a critical point of contention (Ad Tech Explained, August 2025; The State of Streaming, May 2026). The 2017 Vizio-FTC settlement, which resulted in a $2.2 million fine for inadequate disclosure, established a precedent for opt-in consent for smart TV viewing data, but enforcement trends continue to evolve (The State of Streaming, May 2026).