[autoexec]

> Roughly twice per second, a Roku TV captures video “snapshots” in 4K resolution. These snapshots are scanned through a database of content and ads, which allows the exposure to be matched to what is airing. For example, if a streamer is watching an NFL football game and sees an ad for a hard seltzer, Roku’s ACR will know that the ad has appeared on the TV being watched at that time. In this way, the content on screen is automatically recognized, as the technology’s name indicates. The data then is paired with user profile data to link the account watching with the content they’re watching. (https://advertising.roku.com/learn/resources/acr-the-future-...)

Note that this isn't documentation of their data collection practices, this is ad copy providing one example intended to convince advertisers to pay them. They mention TV but my guess is that this applies to every type of roku device, exploiting your data is how they make their money after all, although a stick is probably not capturing the screenshots in 4K. I would also assume that this applies to all content viewed on the device regardless of the app being used and including personal content cast to the device.

[medell]

You left the last sentence out of the paragraph from their ad copy. It doesn’t make their practices OK, but it’s important for those who don’t click through:

> We should note, however, that this data becomes aggregated, removing personally identifiable information before it is received by advertisers.

[autoexec]

It's not that important though, because depersonalized and even aggregated data can be traced back to a individual and even if roku doesn't hand that information along with your account details to advertisers roku themselves still have it all linked and can sell/leak that info to anyone at any time.