ACR (Automatic Content Recognition) data from smart TVs may be one of the most revolutionary ways for networks and advertisers to measure viewing habits. The SetupThe entire ACR process is put into place when the viewer first unboxes their TV set. Collecting DataOn a technological level, ACR data works because smart TVs (with permission) capture a few pixels from whatever the viewer is currently watching on the TV and share that data with the TV manufacturer’s ACR tracking software. The Value of ACR DataACR data from smart TVs is the only way to get glass-level measurement on what people are watching. ACR data will not supplant Nielsen data, but rather, supplement it, along with set top box data (from those still using set top boxes.)

Source: Forbes February 19, 2018 20:28 UTC