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Does opting out of TV tracking work?
A new study from Northeastern University shows that while most TV operating systems respect ACR opt-outs, not all do.
A new study from Northeastern University shows that while most TV operating systems respect ACR opt-outs, not all do.
by John HigginsNov 4, 2026, 2:00 PM UTC
TVs use automatic content recognition to gather viewing information about us, and opting out doesn’t always stop it. Photo: John Higgins / The VergeJohn Higgins is a senior reviewer covering TVs and audio. He has over 20 years experience in AV, and has previously been on staff at Digital Trends and Reviewed.
