ZDNET's editorial team writes on behalf of you, our reader. Our goal is to deliver the most accurate information and the most knowledgeable advice possible in order to help you make smarter buying decisions on tech gear and a wide array of products and services. Our editors thoroughly review and fact-check every article to ensure that our content meets the highest standards. If we have made an error or published misleading information, we will correct or clarify the article. If you see inaccuracies in our content, please report the mistake via this form.

Most modern smart TVs come with a silent partner: Automatic Content Recognition (ACR). This ad-tracking tech monitors everything on your screen in real-time, feeding your viewing history into a database to build a precise profile of your habits. It's the engine behind those eerily specific ads -- and it's likely running the moment you press the power button.

Also: Own a Samsung TV? I changed these 6 settings to make the system run like new again

What's the incentive behind this invasive technology? Money. Companies buy and sell the tracking data collected from your search histories and media preferences to fine-tune targeted ad campaigns. According to Yahoo Finance, the smart TV ad market is expected to reach $691 billion by 2033, up from $255 billion in 2024.