According to ArsTechnica, companies such as LG, Samsung, and Roku are now placing greater emphasis on ad sales and user tracking capabilities within their televisions.
Automatic content recognition (ACR) technology, which scrutinizes viewing habits, is becoming a pivotal tool for advertisers. TV manufacturers are collaborating with data firms to bolster targeting capabilities, with LG recently sharing data with Nielsen and Samsung enhancing its ACR technology to monitor streaming ad exposure.
This evolution raises concerns about privacy and user experience as televisions become more commercialized and data-centric. Industry experts foresee a "shoppable ads" surge and deeper integration between TV viewing and e-commerce platforms.
Omdia practice leader of consumer electronics analyst Patrick Horner said that the trend of smart TV advertising revenue surpassing hardware revenue (along with ad sale margins exceeding those of hardware) is currently confined to the US. However, it shows no signs of waning.
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