Does opting out of TV tracking work?

TVs use automatic content recognition to gather viewing information about us, and opting out doesn’t always stop it. | Photo: John Higgins / The Verge The fact our TVs are gathering our information isn't new, but what and how they're tracking - and if we can stop it - is hard to

TVs use automatic content recognition to gather viewing information about us, and opting out doesn’t always stop it. | Photo: John Higgins / The Verge The fact our TVs are gathering our information isn't new, but what and how they're tracking - and if we can stop it - is hard to figure out. Researchers at Northeastern University monitored 12 TVs from 10 manufacturers to test whether opting out of automatic content recognition (ACR) actually works .

While opting out was effective for most TVs - including LG, Amazon Fire TV, a Sony Bravia running Google TV, and those with Vidaa OS (which can be found on TVs from Hisense, Toshiba, and smaller brands like the Supersonic used in the study) - Samsung and Roku kept sending some data. And Walmart's Vizio TV continued on as if the opt-out hadn't eve … Read the full story at The Verge.