If you thought it was bad getting ads from free to air TV networks during your favourite TV show or evening news, Samsung Ads, an advertising division of Samsung Electronics is set to start dishing up your data to advertising agencies, there is no mention of how TV owners can opted out of the service which will collect personal viewing data from “millions” of Samsung TV’s.
One competing brand executive from LG Electronics who was asked whether they were set to follow Samsung’s lead told ChannelNews “Maybe this is a good reason for not buying a Samsung TV”.
In a press announcement that was only sent to marketing media Samsung Ads a separate division of Samsung Australia said it will overlay its first-party data across millions of Samsung Smart TVs in Australia with Experian’s consumer data to give advertisers along with insights into the viewing habits of Samsung TV customers.
There was no mention of an unsubscribe button or whether consumers can opt out of getting advertising or allowing third party Companies to collect the viewing habits of consumers who own a Samsung TV.
Recently Samsung introduced new look Smart TV on their TV’s.
Running on the Tizen OS the reengineering of the Smart TV software appears to have been undertaken to facilitate data capture and the serving of Samsung generated content and commercials as well as Samsung TV programs.
Angus Jones the former Marketing Director of LG Electronics the #2 TV brand in Australia said, “It’s a big issue, I personally would opt out of this capability, however a condition of buying a Samsung TV or more so their mobile phone or tablet is that one has to accept Samsung’s terms and conditions”.
“If you don’t accept the terms and conditions the device could stop loading the software that allows the device to fully function. This also applies to Apple products including an iPhone with most Companies selling products today subject to acceptance of terms and conditions that allow them to collect data and then sell it to third parties”.
He added “Big tech Companies are constantly changing their terms and conditions to the extent that consumers have stopped reading these conditions”.
Currently the Australian Competition & Consumer Commission is holding an inquiry into Digital platforms with questions now being asked as to whether brands such as Apple, Samsung, Google and Amazon who sell hardware products to consumers in Australia, are informing consumers prior to purchasing one of their products that a device could become inoperable if they don’t accept a Companies terms and conditions that could include the capture of personal data”.
The appointment of Samsung Ads’ first data partner in Australia will allow advertisers to get access to personal information such as demographic data, attitudinal insights, or verticals that consumers are watching on their TV’s relating to auto, finance, retail shopping or travel.
Experian already collect multiple online and offline data which is then handed over to major agencies and advertisers across Australia so that they can then bombard consumers with offers to purchase products and services. 
Unbeknown to many consumers CTV advertising is one of the fastest growing mediums in Australia and has become a new avenue for advertisers looking to connect with audiences via the big screen with the accuracy of digital marketing.
Samsung Ads now claim that they are offering a unique first party dataset, giving glass-level insights into the content consumed on Samsung Smart TV devices.
The only problem said one source is that “They are prying into people’s private lives and their viewing habits without the owners of a Samsung TV or Samsung or Apple mobile device understanding, that their private information is being sold to parties who are then spruiking consumers to buy third party products. Samsung is set to make millions capturing and selling this data”.
Samsung Australia said they were not aware of the recent announcement by Samsung Ads who are using ACR (automatic content recognition) software to capture TV device-level data.They later came back and said that consumers can “opt out’ but there was no explanation as to how users can deactivate data capture.
An ACCC spokesperson who asked ChannelNews to forward information on the recent announcement said that they would look into the matter.
Samsung Ads are set to generate revenue by gaining “deeper understanding of the audiences” who buy a Samsung TV.
Alex Spurzem, general manager, Samsung Ads Australia, said: “Samsung Ads has the largest, continuously growing ACR footprint, providing glass level insights from millions of TVs in Australia.
Experian enhances that capability and presents a compelling option for agencies and brands who want to understand and target their audience via demographics or habits.”
Steve Phillpotts, general Manager, Experian data quality & targeting, said: “We’re excited to work with Samsung Ads to help advertisers and agencies to reach large, connected TV audiences and target based not just on demographics and attitudes but also specific viewing patterns. This will ensure advertisers can access a high quality and scalable audience targeting solution.”
