Automatic Content Recognition (ACR)

Technology built into smart TVs that identifies what is on screen, used to measure viewing and build audience segments for targeting and attribution.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Automatic content recognition (ACR) is technology built into many smart TVs that identifies what is on screen by matching audio or video fingerprints to a reference library. The resulting viewing data is used to measure audiences, build segments for targeting, and attribute outcomes to TV ad exposure, typically subject to viewer consent.