In 2017, TV watches you. At least, it does if you’re using a Roku device: that platform monitors everything you do on their devices. Data is shared with Neilson to supplement ratings, mostly it’s used for advertising purposes.
RELATED: Which Roku Should I Buy? Express vs. Stick vs. Stick+ vs. Ultra
That’s right: advertising. You probably think of Roku as a hardware company, and it’s true that their various streaming devices make up the majority of their revenue. But it’s not they only way they make money: Roku earned around $100 million from advertising in 2016, a quarter of their overall revenue that year. Part of what makes their advertising so effective is their ability to track what you watch.
This isn’t conjecture, by the way. It’s all outlined in Roku’s privacy policy:
All of this tracking is baked into Roku, and the only way to fully avoid it is to not use the platform. This isn’t unique among internet companies: Google and Facebook monitor basically everything you do online, for example. And unlike those companies, Roku gives you a bit of an out.
From your Roku’s home screen head to Settings > Privacy > Advertising. You’ll find the “Limit Ad Tracking” option there.
What does this change? Roku explains in their privacy terms, but here’s a quick summary:
RELATED: Why Enabling “Do Not Track” Doesn’t Stop You From Being Tracked
Roku’s “Limit Ad Tracking” is, if nothing else, honestly named. It doesn’t stop tracking outright, but it does make it feel a little less obvious. Some people may prefer to see the relevant ads, but at least Roku gives you somewhat of a choice.
