ACR — Automatic Content Recognition — is technology embedded in smart TVs that identifies what is being displayed on the screen by analysing audio or video frames and matching them against a content fingerprint database. Every few seconds, the TV samples what is playing, creates a fingerprint, and matches it to a database of known content. This tells the TV manufacturer what show, film, or ad was watched, when, and for how long — across any input source, including HDMI (linear cable, gaming consoles, streaming sticks), built-in apps, and linear broadcast. ACR operates at the device level, not the account level — it captures what the physical TV is displaying regardless of who is logged in.
ACR data is used for two purposes: (1) Audience measurement — ACR provides census-scale viewing data across millions of smart TV households, which measurement vendors use to calibrate reach and frequency estimates. (2) Ad targeting — some smart TV manufacturers allow ACR data to be used for ad targeting, enabling advertisers to reach households that have watched specific programmes or competitor ads (known as 'linear TV retargeting'). In India, ACR-enabled smart TVs are primarily Samsung TVs running Tizen OS, which operate Samsung Ads' ACR data platform. LG TVs also have ACR (webOS). The penetration of ACR-enabled smart TVs in India is growing but unevenly — high-end Samsung and LG models have ACR; budget Android TV models from Xiaomi, TCL, and others do not. ACR data is the structural basis for Samsung Ads India's CTV ad targeting proposition.
Full guide
For a complete explanation, read: ACR data in CTV measurement: what automatic content recognition is and how it is used