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Study finds TV viewing-tracking opt-outs work for most brands but not all

Researchers at Northeastern University tested 12 TVs from 10 manufacturers to see whether opting out of automatic content recognition (ACR) stops viewing data collection. The opt-out worked for most models, including LG, Amazon Fire TV◆, a Sony Bravia running Google TV◆, and Vidaa OS sets from Hisense◼, Toshiba and Supersonic. Samsung and Roku kept sending some data, and Walmart's Vizio TV kept tracking as if the opt-out had not happened.