This is used to identify content that is playing on a media device. This can fingerprint content via audio codec, bit rate, compression, and viewing frames from the video. This can identify any media playing on the device, wether it is streaming form a service, or plugged into an HDMI port. ACR matches video visuals to a similar source.[^1] This happens automatically via software in the TV.[^1]
Samsung has the largest singe-source first-party ACR dataset in Canada.[^1] Samsung TVs take screenshots every 500ms and match patterns from these screenshots against a server library.[^1] These screenshots are represented as non human-readable fingerprints.[^1] The ACR data is then used for things like real-time campaign exposure metrics, and precise audience targeting.[^1] Most Smart TVs turn ACR on be defualt.[^2]
LG TVs have an ACR configuration file that samples the screen at 40 kHz.[^2] In the UK, third-party streaming services are not recorded by ACR, possibly due to copyright issues.[^2] It can be difficult to opt-out of ACR on smart TVs, requiring users to opt-out of several tracking and ad settings.[^2] Vizio remotely installed ARC software on previously-sold smart TVs.[^3] The vizio software would match the TV screen content with a database once every second, and periodically collect IP address, MAC address, WiFi signal strength and nearby access points.[^3]
ACR can capture viewing in a service agnostic environment and capture content from devices like Roku and Chromecast.[^4] ACR can be used to determine when an Ad aired on a TV platform.[^4] It can also help advertisers identify the right audience segments.[^4] ACR can also help advertisers serve the same ads to mobile users or other devices attached to the same IP as the smart TV.[^4] ACR systems are geared toward content attribution, measurement, optimization, and campaign management.[^5]
The viewing time for content can be matched to a network or program name from an external provider.[^5] 10-20% of Smart TV Users opt-out of ACR.[^5] ACR providers create ad reference libraries and monitor ad activity on Smart TVs.[^6]IP addresses are frequently used to match Smart TV viewing content to households.[^6] The rule of thumb is that any ad-supported linear TV content can be reported where a content fingerprint exists.[^6]
ACR Proivder list by monthly active households:
1) [[Samsung]]
2) [[Roku]]
3) [[Alphonso]]
4) [[Vizio]]
5) [[Samba]]
6) [[LG]]
[[Gracenote]] – audio-based ACR
[[Inscape]]
[[Enswers]]
[[Roku]]
[[Verance]]
[[Alphonso]]
[[Samba]]
[[Tapad]]
[[Viant]]
Backlinks
[[Canada]]
[[Chromecast]]
[[HDMI]]
IP Addresses
[[Roku]]
Sources
[1] “Canada A Samsung Ads guide for advertisers,” [Online]. Available: https://iabcanada.com/wp-content/uploads/2022/09/Samsung-Ads-ACR-Guide-CA.pdf
[2] “Smart TV tracking raises privacy concerns.” [Online]. Available: www.ucl.ac.uk/news/2024/nov/smart-tv-tracking-raises-privacy-concerns
[3] “FTC Settles Action Against Smart TV Manufacturer for Collecting Viewing Data Without Consumer Consent.” Feb. 10, 2017. [Online]. Available: https://www.willkie.com/-/media/files/publications/2017/02/ftc_settles_action_against_smart_tv_manufacturer.pdf
[4] “Smart TV ACR for Advertising.” [Online]. Available: https://static1.squarespace.com/static/60df3ea739725c04ca27d651/t/61410ab298377d53418028ba/1631652544420/TVREV-+Smart+TV+Advertising.pdf
[5] “Combining Set Top Box and Smart TV ACR Data,” Jan 21. [Online]. Available: https://cimm-us.org/wp-content/uploads/2021/01/CIMM-Combining-Smart-TV-ACR-and-Set-Top-Box-Data_January-2021.pdf