What is ACR (Automatic Content Recognition)?

ACR (automatic content recognition) is technology built into smart TVs that identifies what is playing on the screen by sampling audio or video and matching it against a reference database. Advertisers use ACR data to measure ad exposure, verify delivery, and target audiences based on actual viewing behavior.

ACR is why CTV measurement can work at the household level: the TV itself can confirm an ad aired, on which app, and when — data linear TV never had.

ACR data is used under viewer consent frameworks and is typically aggregated or anonymized for advertising use; reputable platforms treat it as an audience signal, not individual surveillance.