f you own a smart TV, chances are its integrated automated content recognition (ACR) technology tracks everything you watch.
What started out as a niche technology tracking viewership in high-end smart TVs has spread to the masses: Forty-seven percent of the United States’ 120 million homes own smart TVs, up from 39% a year ago, according to Nielsen National TV Panel data.
Smart TVs with ACR tech are finally reaching scale, which is unlocking vast possibilities for advertisers. The tech enables novel forms of targeting, like showing an ad on CTV to someone unexposed to the same ad on linear TV. The tech will power dynamic ad insertion on linear TV. Marketers can use ACR data to connect ad spend to business goals, like driving in-store traffic, and make smarter TV planning decisions.
But as ACR tech becomes more widely used, buyers need to understand the nuances of how ACR works, which also reveal its limitations.
Full story at AdExchanger.
