LG vs V

LG Electronics Issues Statement on Smart TV Privacy; Expands AI Home and Partnerships

New press releases include a statement addressing privacy misconceptions on LG smart TVs, expansion of ThinQ UP for air conditioners in Europe, multiple IFA 2026 product showcases and awards, a partnership with Marriott International for smart hotel technology, and LG Energy Solution securing a multi-year lithium carbonate supply deal.

LG Privacy Row Spurs Marketers to Rethink Smart TV ACR Data

Aden Hepburn argues that the LG smart TV privacy controversy should prompt marketers to reconsider the value and risks of Automatic Content Recognition (ACR) data. While LG denies claims of eavesdropping, the debate highlights the need for clear consent and consumer trust. ACR, which identifies content on screen, can provide insights into household viewing behavior, enabling better campaign measurement, reach/frequency accuracy, and integrated customer journeys. However, Hepburn stresses that consent must be meaningful and the value exchange obvious to avoid perceptions of creepiness. The piece urges marketers to focus on privacy-compliant data use and transparent communication to harness ACR's potential.

• LG smart TVs were investigated by Gamers Nexus for data collection practices, with LG denying eavesdropping claims.
• LG states its ACR data collection is opt-in.
• ACR technology identifies content on screen and converts viewing signals into audience data.

LG Smart TVs Reportedly Spy on Users, Collecting Audio and Data

An investigation by Gamers Nexus and Level1Techs reveals that LG Smart TVs engage in extensive surveillance, capturing audio transcripts and video via webcams, even when the TV is in standby mode. The TVs use Automatic Content Recognition (ARC) to collect viewing habits and search queries for personalized ads, but researchers found they also transmit private conversations containing sensitive information like social security and credit card numbers to LG's servers. Additionally, the devices scan nearby Wi-Fi networks and connected devices, and collect Wi-Fi signal data. LG's ad solutions unit claims data from over 216 million devices globally is available for advertising. Users are advised to disconnect the TV from the internet entirely (Ethernet or Wi-Fi) to prevent data transmission.

• Investigation by Gamers Nexus and Level1Techs analyzed LG Smart TVs' network activity.
• LG TVs create plaintext transcripts of conversations via microphones and webcams, even in standby mode.
• Collected data includes audio clips, video recordings, Wi-Fi signal strengths, and device scans.

Programmatic Home-Screen Ads Gain Standardization

Programmatic home-screen ads on connected TVs are becoming easier to buy and scale as ad-tech vendor Nexxen launched standardization tools that let advertisers upload creative once using a universal spec and AI-assisted resizing. Nexxen began offering programmatic native home-screen inventory last year with OEM integrations (starting with V/formerly VIDAA) and later expanded to TCL and TiVo Ads. Nexxen says the universal spec cut onboarding time for new OEM partners by up to 50%. Agencies such as Brainlabs are testing home-screen placements for both upper-funnel awareness and performance-driven campaigns, and industry participants expect broader advertiser interest as the format becomes more measurable and less fragmented.

• Nielsen reported the average viewer takes about 10.5 minutes to decide what to watch after turning on their TV (Nielsen’s 2023 State of Play report).
• Nexxen began making native home-screen ads programmatically available last year, starting with V (formerly VIDAA) and later expanding to TCL and TiVo Ads.
• After months of beta-testing, Nexxen launched standardization tools enabling a universal creative spec and AI-assisted resizing to activate campaigns across multiple OEMs.