An overview of Smart TV

Justin Brookman, OTECH

Ian Klein, Stevens Institute of Technology
What we’re going to cove

• Description of smart TV functionality an

smart TV ecosystem

• Highlight some of the consumer protec

issues around smart TVs

• OTECH look at smart entertainment dev

the lab
What is a smart entertainment d

• Something that enables internet conne

on a large screen format

– Over‐the‐top (“OTT”) content– Interactivity

• Widespread streaming video content ov

internet available at least since mid‐200

– Gaming consoles among first to bring to TV
Potential benefits of smart 

• Access to more and more diverse conte

big screen

• Interactive programming

• Personalized recommendations• Alternatively:

– Fewer commercials– If ecosystem becomes more ad‐supported

potential for lower prices
Data collection on smart T

• Delivery• Research and product improvement

• Measurement and ratings• Advertising• Cross‐device tracking
Tracking on smart device
Smart TVs
Smart TVs

“ACR”
Cable providers
Cable providers

“Addressable TV”
Smart peripherals
Applications
Aspirational Lumascape for Sma
What can be collected?

• How to keep state on users?

– Cookies? Device IDs? IP address?

• Viewing habits

• Voice/camera• Other nearby devices• Tie TV viewing to offline data

– Demographic targeting

– Attribution

• Data minimization efforts

– Deidentification/aggregation techniques

– Data retention limitations– User controls
Cross‐device tracking

• Also interest in linking smart TVs with othe

networked devices

• Useful for:

– Seamless experience– Retargeting– Purchase attribution– Broader behavioral profile

• Can use probabilistic or deterministic met

– Probabilistic based on likely shared character

– Deterministic based on real‐world identifier (

ultrasonic code)
Transparency and control

• What are consumer expectations for sm

privacy?

• How message to consumers?

– Privacy policy?

– Stand‐alone notice?

– Standardized notice like AdChoices icon?

• Are there consistent cross‐app (or cross

platform) controls?
Security

• Do smart devices get security updates? 

regularly? For how long?

• Threat models

– Can attack the TV/device (Is traffic encrypt– Can attack other networked devices– Can be leveraged to attack others (e.g., DD

• Long‐standing area of interest to FTC

– IoT report

– 6(b) study of security updates to mobile p
How long are applications suppo
Legal framework

• Section 5 of the FTC Act

• COPPA• Cable Act and Communications Act

• VPPA• ECPA
Our study

• Looked at disclosures, data flows, and c

for three different smart TVs
Transparency and contro

• All platforms reserved broad rights to m

viewing habits

• Defaults always in favor of collection fo

targeting, but interfaces varied

• All offered controls for device‐level targ

but we didn’t always see a mechanism 

controlling third‐party apps (and their t

parties)
Data collection

• Third‐party data sharing not as widesprea

web or mobile

• On two of the three TVs, regular encrypte

communication with manufacturer’s serve

• The other TV reserved broad rights, but

manufacturer did not appear to engage in data collection

• Available controls seemed robust

– One TV ceased all regular communication, ot

reduced to minimal traffic
Our findings

• Communications between Smart TV an

server during DVD play
Data collection

• Apps did communicate with third parties on th

TVs

– But typically considerably fewer third parties than 

web or mobile

– One app we looked at connected to more third p

the TV than either web or mobile

• Did not see controls on how to limit app data c

and sharing practices

• Most app and third party traffic was encrypted

• Often used cookies to keep state on users

– Possibly because less standardization of device id

than on mobile
The future

• Still early days

• May see more data collection if more

standardization, more viewing over IP

• Will robust cross‐app (or cross‐platform) c

emerge? What self‐regulatory models wildevelop?

• Will consumer expectations evolve? Will p

add‐on tools emerge (like we’ve seen with and tracker‐blockers)?

• Pay‐for‐content or ad‐supported?
Panel 1: New Frontiers in Me

Measurement and Targetin
Panel 2: Consumer Understand

and Regulatory Framework