Roku’s latest update includes Automatic Content Recognition (ACR) to track what viewers are watching via cable or via antenna, and to then give the viewers additional viewing options via streaming. ACR uses image recognition software to scan everything that appears on the screen and this will also enable Roku to target advertising.
As an example, if the viewer is watching an episode of Friends via cable or antenna, the Roku TV will suggest alternative streaming sources, such as Netflix or Hulu. The options may also include suggestions to watch more episodes of the same show or to view similar shows via streaming. However, Roku will also use ACR to target ads, such that if an ad promoting a car brand runs during a programme, Roku can deliver an ad showing a local dealership and include a “click to find out more” link, or provide a text number to find out about special promotions.
Roku has dubbed the new feature “More Ways to Watch” and emphasises that it is “opt-in”, meaning ACR has to be activated to use it. ACR can also be turned off at any time. However, there is one caveat in that, if ACR is turned off after it was first enabled, viewing information collected prior to this will not be deleted.
The new Roku software, version 7.6, is currently rolling out to all HD Roku TVs and will be available on 4K Roku TVs before June this year.
Roku TV to Include ACR
