"Whenever I hear about consumer data tracking, my half-century-old brain dredges up that Hall and Oates hit called "Private Eyes" with the refrain "they're watching you." I don't mean to incite Big Brother paranoia; I know I'm not being spied on everywhere I go, especially not in the seclusion of my home. But while using streaming devices, you can almost guarantee that your entertainment and advertisement preferences are being tracked."
"The culprit is better known as Big Data -- arguably less invasive and sinister, but still annoying to some people -- and there are ways to mitigate that on your streaming devices if you're one of them. While some data collection is necessary for basic functionality, many streaming devices collect more than required; so much so that you essentially lose control of your privacy, fall into filter bubbles (viewing algorithms that are narrower), and receive more targeted ads than expected."
Roku, Fire, and Chromecast TVs may collect viewing, usage, and screen-content data, including through automatic content recognition. Much streaming-device data collection exceeds functional needs, producing targeted advertising, narrower recommendation filter bubbles, and loss of viewer privacy. Users can reduce tracking by exploring and changing privacy and ACR settings, disabling features they do not want, and opting out of personalized ads. Additional mitigation options include using a VPN to encrypt traffic and mask IP addresses. Complete privacy requires disconnecting the TV from the internet entirely. Regularly reviewing settings and limits on ad tracking helps regain control over personal viewing data.
Read at ZDNET
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