Automatic content recognition (ACR) is a system that uses a content database to recognise and identify video and audio content that a user is actively engaged with. It's a technology found in cable television (CTV) and over-the-top (OTT) video streaming services. It refers to the ability to recognise and identify streaming content, down to individual objects in a video, by sampling its components and comparing them to database records. ACR-enabled devices (mostly smartphones and smart TVs) assist marketers in analysing content consumption patterns by comparing digital 'fingerprints' contained in video to provide viewing insights. For instance, ACR technology can determine whether a given ad was played on a specific device during a specific time period.
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