Smart televisions, now omnipresent in our homes, hide a worrying reality. The Center for Digital Democracy (CDD) reveals that they are recording viewers’ activities and accumulating data on an unprecedented scale.
The report, titled “How television looks at us”details the practices of smart TV manufacturers. These companies, along with streaming platforms and ad networks, collect data through connected TVs in an effort to create very detailed viewer profiles. These records include information about our viewing habits, but also our online and offline behaviors and our purchases.
Businesses use technology to automatic content recognition (ACR) to capture what is displayed on the screen. They then compare this data to a content library. This process, invisible to viewersallows companies to better understand our consumption habits. Additionally, ACR works even when the TV is used as a secondary screen. This reinforces its intrusive nature.
Companies like Disney, Netflix and Roku leverage this data to optimize advertising targeting. They use the information collected to tailor advertisements to each viewer. Free, ad-supported channels, such as Tubi and Pluto TV, also use this data. They thus benefit from personalized advertising to generate more income. On the surface, this may seem advantageous. However, by accumulating this information, these companies can manipulate consumer behavior.
Misleading privacy policies
The CDD highlights the opacity of privacy policies, which mask the complexity of data collection systems. As a result, users are unaware of the true extent of surveillance. Furthermore, companies cross-reference this information with that of data brokers, which represents a massive intrusion into privacy, well beyond acceptable limits.
In the United States, advertisers are significantly increasing their investments in connected TV advertising. This phenomenon is partly explained by the possibility of directly promoting pharmaceutical products. Families with children are particularly targeted, because they consume more streaming content.
The CDD calls on regulators to act. The Federal Trade Commission (FTC) and Federal Communications Commission (FCC) must investigate these practices. According to Kathryn C. Montgomeryco-author of the report, we must go further than simple consumer protection. It is imperative to rethink connected television to supporting civic engagement and creative diversity.
It may seem difficult to protect your personal data from these intrusive practices. However, solutions exist. In the United States, tools like Malwarebytes Personal Data Remover offer analyzes to locate your data in several databases. They also allow sending automatic deletion requests. This limits companies’ access to your personal information.
Share the article:
Facebook
LinkedIn
Our blog is powered by readers. When you purchase through links on our site, we may earn an affiliate commission.
