Terms Accepted

Roku · captured 2026-09-05T11:31:38Z roku·PIT·14313b CAP-00038

Roku: ACR, the future of TV and audience data

The text as it stood on 2026-09-05. This document was captured 4 times that day, so the date on its own does not name one of them — it returns the last. To cite exactly this capture, use /d/roku-acr-the-future-of-tv-and-audience-data/v/cap-00038, which will always mean this one and nothing else.

Captured
2026-09-05
Words
514
HTTP
200
Size
144.4 KB
State
First capture

HTML (as served) Extracted text

Cite this capture

Everything a footnote needs, including the checksum, so a reader can confirm they are looking at the same bytes you did. Select and copy. 

Roku, “Roku: ACR, the future of TV and audience data”.
Captured 2026-09-05T11:31:38Z by Terms Accepted.
Permalink: https://termsaccepted.org/d/roku-acr-the-future-of-tv-and-audience-data/v/cap-00038
Original:  https://advertising.roku.com/learn/resources/acr-the-future-of-tv-and-audience-data
SHA-256:   a64b2cd28050f948cd19855b1de4fb22765dc3b1f67615eb797cd3283f81e59d
Provenance: captured directly from the publisher.
Verify this file — SHA-256

The file below is stored under this checksum, so altering it would change its name. Download the copy above and run sha256sum on it: if the value differs from this one, you are not looking at what we captured.

a64b2cd28050f948cd19855b1de4fb22765dc3b1f67615eb797cd3283f81e59d

Also captured that day

3

Every reading of this document on 2026-09-05. They may be identical; where they are not, the difference is a change the publisher made within a single day.

CapturedPermalinkWordsState
2026-09-05T14:59:57Z cap-00419 514 Unchanged
2026-09-05T16:18:29Z cap-00704 514 Unchanged
2026-09-05T17:19:03Z cap-01354 514 Unchanged

The document

Insights & Analysis | Aug 03, 2021 A Guide to ACR: The Future of TV and Audience Data Written by: Roku Advertising Stay updated with Roku Advertising. Historically, brands and agencies have relied on post campaign ratings reports for an approximation of the reach and frequency on their linear TV buys, and for guidance around identifying key audiences. Today, advertisers want more immediate and advanced uses of the data. Many smart TVs, including ones sold by Roku, offer a better approach called automatic content recognition, or ACR. With it, brands can do more with viewing data, including understanding their reach and frequency across both traditional linear TV and TV streaming, building audiences for activation, and better understanding key audience behaviors. Recently, we collaborated with Sequent Partners to publish a guide to ACR called “Automatic Content Recognition: The Future of TV and Audience Data.” This post is the first of a series on the topic of ACR and why it is the future of audience data, and ultimately, the future of TV. In our first post we will explore how ACR works. Here’s How ACR Works Roughly twice per second, a Roku TV captures video “snapshots” in 4K resolution. These snapshots are scanned through a database of content and ads, which allows the exposure to be matched to what is airing. For example, if a streamer is watching an NFL football game and sees an ad for a hard seltzer, Roku’s ACR will know that the ad has appeared on the TV being watched at that time. In this way, the content on screen is automatically recognized, as the technology’s name indicates. The data then is paired with user profile data to link the account watching with the content they’re watching. We should note, however, that this data becomes aggregated, removing personally identifiable information before it is received by advertisers. Why ACR Matters ACR provides real time, accurate aggregate insights into what viewers are watching. Further, choosing the right provider can give you this data at scale, enabling you to understand what potentially millions of people are watching, allowing for the creation of personalized ad experiences based on that data. An ACR use case: maximizing audience reach Roku’s ACR technology comes to life in OneView through Linear Insights. It allows you to know how many people your campaigns have reached on traditional linear TV so you can pinpoint audiences your campaign might have missed. Then, you can use TV streaming and audiences identified using Roku’s ACR data to reach those missing audiences. Subscribe to our newsletter to learn more about Roku Advertising. Related posts Measurement | Insights & Analysis | Blog Consumer Relationships Hold the Keys to a Cookieless Future News & Events | Measurement | Blog Roku Unveils a Better TV Advertising Experience at First In-Person NewFront Insights & Analysis | Blog The gaming-streaming crossover: How ‘The Last of Us’ sparked a big uptick in gameplay Get in touch Have questions? Need a customized solution? Fill out this form and a Roku Advertising team member will reach out to discuss how we can help.