Streaming has transformed TVs into a data-driven surveillance system

Streaming transforms TVs into sophisticated data-driven surveillance systems.

: The rise of streaming connected TVs signifies a major shift in media consumption and advertising methods while raising privacy concerns. Tubi exemplifies this change, using advanced ad-tech and data science techniques to target its 78 million viewers. Industry giants like Disney have developed systems amassing data on millions of households and devices. New advances, including generative AI, are further personalizing ads, per a Center for Digital Democracy report.

Streaming connected TVs have emerged as major players in the media landscape, transforming how content is consumed and advertisers target audiences. Services like Tubi use advanced technology to gather extensive user data, capturing 78 million viewers, with their efforts backed by machine learning models and partnerships with data brokers.

Data-driven surveillance methods have become widespread across major platforms including Disney, which maintains profiles on 110 million households and thousands of devices. TV manufacturers like LG Electronics incorporate these practices directly into TV sets, enhancing their ad-targeting strategies with first-party data and collaborations with data companies.

The industry is on the brink of further evolution as generative AI and innovative marketing methodologies gain prominence, enabling sophisticated and personalized advertising. This includes alliances with supermarkets and exploring new cross-platform targeting methods, dramatically extending reach into viewers' daily lives, both virtually and in-person.

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