Roku TVs now know what you’re watching, will suggest related shows – TechCrunch (Apr 11, 2017)
This is another example of Roku’s inevitable move into gathering more data from its devices and using those to both serve up recommendations and potentially help target advertising. Last week, I covered a piece about Roku offering to target specific demographics among its user base, and this week Roku says it’s going to track the video its users watch through the inputs to its smart TVs and offer up recommendations. Presumably, it’ll also use that data to help build profiles on users for those ad offerings. Though this article suggests it will only use this technology to track what users are watching through inputs, it can of course already see what users are watching through its smart TV interface already, so users shouldn’t assume that that activity won’t be tracked too (and likely already has been for some time). As we’ve already seen with Vizio, this kind of tracking is often non-transparent to users, as is the ability to opt out, so Roku is going down a somewhat risky path here, and one which will likely set it apart from Apple, which uses any tracking exclusively for recommendations and not for advertising purposes (Amazon’s stance here is less clear as it builds up its ad business).
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