Automatic Content Recognition (ACR) is technology that identifies and tracks content being viewed on Smart TVs and connected devices in real-time, enabling precise TV viewership measurement and targeted advertising.

### **How ACR Works**

ACR technology operates through:

• **Audio/video fingerprinting** - Matches content against a reference database  
• **Real-time identification** - Recognizes what's being watched instantly  
• **Automatic data collection** - Gathers viewing data without user input  
• **Device integration** - Built into [Smart TVs](/content/tv-advertising-glossary/what-is-a-smart-tv/index.html) and streaming devices

### **Data Collected by ACR**

#### **Viewing Information**

- Content being watched (shows, movies, ads)  
- Viewing duration and completion rates  
- Channel/app switching patterns  
- Time and date of viewing

#### **User Behavior**

- Geographic location  
- Device information  
- Content preferences  
- Viewing history across platforms

### **Applications of ACR**

#### **For Advertisers**

• **Audience targeting** - Reach viewers based on actual viewing behavior  
• **Cross-device tracking** - Follow viewers across screens  
• **Campaign measurement** - Track ad exposure and effectiveness  
• **Competitive insights** - Monitor competitor ad placements

#### **For Content Providers**

• **Content recommendations** - Suggest similar shows to increase engagement  
• **Viewership analytics** - Real-time audience measurement  
• **Content optimization** - Understand what keeps viewers watching

### **ACR Technology Providers**

Major manufacturers using ACR include:

- **Samsung** (Smart TVs)  
- **LG** (Smart TVs)  
- **Roku** (Streaming devices)  
- **Vizio** (Inscape technology)

#### **Privacy and Control**

#### **User Options**

• **Opt-out available** - Users can disable ACR in TV settings  
• **Default setting** - Typically enabled by default on Smart TVs  
• **Data anonymization** - Viewing data is aggregated and anonymized

#### **How to Disable ACR**

1. Access TV settings menu  
2. Navigate to privacy or viewing data options  
3. Toggle ACR or "viewing information services" off  
4. Confirm changes

#### **Benefits for TV Advertising**

ACR enables:

- **Precise measurement** - Track actual viewership vs. estimates  
- **Real-time optimization** - Adjust campaigns based on performance  
- [**Cross-platform attribution**](/content/blog/measuring-tv-ad-effectiveness-and-attribution/index.html) - Connect TV viewing to digital actions  
- **Frequency management** - Prevent ad oversaturation

#### Related Terms

- [Smart TV](/content/tv-advertising-glossary/what-is-a-smart-tv/index.html)  
- [Connected TV](/content/blog/what-is-connected-tv/index.html)  
- [Advanced Audiences](/content/tv-advertising-glossary/advanced-audiences/index.html)  
- [TV Attribution](/content/tv-advertising-glossary/tv-attribution/index.html)  
- [DSP (Demand-Side Platform)](/content/tv-advertising-glossary/what-is-dsp/index.html)