Samsung, LG and Vizio Sell ACR as Glass-Level Data. Inside Netflix and YouTube, Their Own Filings Say It Goes Dark.

By Pesach Lattin, based on ADOTAT reporting

Samsung tells advertisers its ACR captures every pixel on the screen and Vizio sells glass-level data, but Vizio's filings say contracts restrict use of Netflix and Disney+ viewing data, and LG says its ACR does not operate inside Netflix or YouTube apps. Lab tests and Nielsen findings point to the same gaps, and the TV makers did not respond to written questions.

Why it matters

ACR data feeds targeting, reach estimates and attribution for TV campaigns, so a claim that it sees everything on the glass carries through to every report built on it. If native Netflix and YouTube apps, which carry more than a fifth of US TV viewing, are mostly invisible, audiences and exposure counts may be missing large blocks of viewing without saying so. Buyers relying on these claims should ask for documented coverage, the contractual limits on data use, and how missing viewing is treated in measurement and attribution.

Questions to ask before you sign

1. Which apps and inputs does your ACR not see, and how much viewing time do they represent?
2. Do any contracts restrict your use of viewing data from specific streaming services?
3. How do your reach and attribution reports account for viewing your ACR cannot detect?
4. Has an independent party tested your coverage claims, and can we see the results?
5. Where are the gaps in your coverage, for both content and advertising, and why?

Read the ADOTAT investigation

Source: Samsung, LG and Vizio Claim to Sell Every Pixel. Inside Netflix and YouTube, They're Blind., ADOTAT

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