P\u0159irovn\u00e1n\u00ed je v\u00fdsti\u017en\u00e9: funguje to jako Shazam, ale pro v\u00e1\u0161 televizn\u00ed obraz. Technologie naz\u00fdvan\u00e1 ACR \u2014 Automatic Content Recognition \u2014 po\u0159izuje miniaturn\u00ed sn\u00edmky toho, co je pr\u00e1v\u011b na displeji, vytv\u00e1\u0159\u00ed z nich digit\u00e1ln\u00ed otisk a odes\u00edl\u00e1 ho na servery v\u00fdrobce. V\u00fdsledkem je p\u0159esn\u00fd profil va\u0161ich sledovac\u00edch n\u00e1vyk\u016f, vte\u0159inu po vte\u0159in\u011b. Nov\u00e1 recenzovan\u00e1 studie t\u0159ech univerzit tento mechanismus poprv\u00e9 systematicky zdokumentovala \u2014 a zjistila n\u011bco, co v\u00fdrobci nikde nezmi\u0148uj\u00ed: ACR b\u011b\u017e\u00ed i tehdy, kdy\u017e televizor pou\u017e\u00edv\u00e1te jako extern\u00ed monitor pro notebook nebo hern\u00ed konzoli.<\/p>\n
V\u00fdzkumn\u00fd t\u00fdm z University of California Davis, University College London a Universidad Carlos III de Madrid provedl v roce 2024 dosud nejdetailn\u011bj\u0161\u00ed technick\u00fd audit sledovac\u00edch mechanism\u016f chytr\u00fdch televizor\u016f. Studie \u201eWatching TV with the Second-Party: A First Look at Automatic Content Recognition Tracking in Smart TVs“<\/a> byla publikov\u00e1na v listopadu 2024 v presti\u017en\u00edm sborn\u00edku ACM Internet Measurement Conference a p\u0159inesla konkr\u00e9tn\u00ed m\u011b\u0159en\u00e1 data o tom, jak a kdy televizory Samsung a LG p\u0159en\u00e1\u0161ej\u00ed informace o sledovan\u00e9m obsahu na servery v\u00fdrobc\u016f.<\/p>\n Metodika byla p\u0159\u00edsn\u00e1: v\u011bdci p\u0159ipojili testovan\u00e9 televizory k dedikovan\u00e9mu internetov\u00e9mu rozbo\u010dova\u010di v USA a ve Velk\u00e9 Brit\u00e1nii a zachyt\u00e1vali ve\u0161ker\u00fd s\u00ed\u0165ov\u00fd provoz opou\u0161t\u011bj\u00edc\u00ed za\u0159\u00edzen\u00ed. V\u00fdsledky byly jednozna\u010dn\u00e9. Televizory LG odes\u00edlaly data o sledovan\u00e9m obsahu ka\u017ed\u00fdch 15 sekund. Televizory Samsung jednou za minutu. A to bez ohledu na to, jak u\u017eivatel obsah sledoval \u2014 p\u0159es vlastn\u00ed aplikace televizoru, p\u0159es p\u0159ij\u00edman\u00fd sign\u00e1l, p\u0159es streamovac\u00ed slu\u017eby nebo p\u0159es za\u0159\u00edzen\u00ed p\u0159ipojen\u00e1 kabelem HDMI.<\/p>\n Jak ACR funguje a pro\u010d je to probl\u00e9m<\/p>\n Automatick\u00e9 rozpozn\u00e1v\u00e1n\u00ed obsahu nen\u00ed nov\u00e1 technologie, ale jej\u00ed hloubka a rozsah z\u016fst\u00e1vaj\u00ed pro v\u011bt\u0161inu u\u017eivatel\u016f skryt\u00e9. Software uvnit\u0159 televizoru periodicky po\u0159izuje sn\u00edmky toho, co je na displeji, a p\u0159ev\u00e1d\u00ed je na digit\u00e1ln\u00ed otisky. Tyto otisky jsou p\u0159en\u00e1\u0161eny na servery v\u00fdrobce nebo t\u0159et\u00ed strany, kde jsou porovn\u00e1v\u00e1ny s rozs\u00e1hl\u00fdmi datab\u00e1zemi obsahu. V\u00fdsledkem je p\u0159esn\u00fd z\u00e1znam sledovac\u00edch n\u00e1vyk\u016f: jak\u00e1 show, jak\u00fd kan\u00e1l, jak dlouho, v jakou hodinu.<\/p>\n \u201eAutomatick\u00e9 rozpozn\u00e1v\u00e1n\u00ed obsahu funguje jako vizu\u00e1ln\u00ed Shazam, sn\u00edm\u00e1 obrazovku a vytv\u00e1\u0159\u00ed profil div\u00e1ka na z\u00e1klad\u011b jeho spot\u0159eby obsahu. Tato technologie umo\u017e\u0148uje platform\u00e1m v\u00fdrobc\u016f p\u0159esn\u011b profilovat u\u017eivatele, podobn\u011b jako to d\u011bl\u00e1 internet,“ vysv\u011btlila spoluautorka studie Patricia Callejo z UC3M v tiskov\u00e9 zpr\u00e1v\u011b UC3M<\/a>.<\/p>\n Kl\u00ed\u010dov\u00fdm zji\u0161t\u011bn\u00edm v\u00fdzkumu je, \u017ee ACR nep\u0159estane fungovat ani v moment\u011b, kdy televizor slou\u017e\u00ed \u010dist\u011b jako displej \u2014 nap\u0159\u00edklad pro notebook p\u0159ipojen\u00fd p\u0159es HDMI nebo hern\u00ed konzoli. Auto\u0159i studie to formuluj\u00ed p\u0159\u00edmo: s\u00ed\u0165ov\u00fd provoz ACR existuje jak p\u0159i sledov\u00e1n\u00ed line\u00e1rn\u00ed televize, tak p\u0159i pou\u017eit\u00ed televizoru jako extern\u00edho displeje p\u0159es HDMI. Televizor, o n\u011bm\u017e jste si mysleli, \u017ee je jen pasivn\u00ed obrazovka, v tu chv\u00edli st\u00e1le sleduje, co se na n\u00ed d\u011bje.<\/p>\n Co p\u0159esn\u011b se sb\u00edr\u00e1<\/p>\n Sb\u011br dat nen\u00ed omezen na n\u00e1zev po\u0159adu. Studie i dostupn\u00e1 dokumentace z regulatorn\u00edch \u0159\u00edzen\u00ed ukazuj\u00ed, \u017ee v\u00fdrobci shroma\u017e\u010fuj\u00ed ka\u017ed\u00fd seri\u00e1l nebo film sledovan\u00fd vte\u0159inu po vte\u0159in\u011b, ka\u017ed\u00fd p\u0159epnut\u00fd kan\u00e1l, ka\u017edou vid\u011bnou reklamu v\u010detn\u011b d\u00e9lky sledov\u00e1n\u00ed, IP adresu televizoru a identifik\u00e1tor za\u0159\u00edzen\u00ed. V rozs\u00e1hlej\u0161\u00edch p\u0159\u00edpadech, kter\u00e9 FTC dokumentovala v \u017ealob\u011b proti Viziu<\/a>, p\u0159ibyla k t\u011bmto technick\u00fdm dat\u016fm demografick\u00e1 vrstva: v\u00fdrobce propojil IP adresu televizoru s daty od datov\u00fdch broker\u016f a doplnil k profilu v\u011bk, pohlav\u00ed, p\u0159\u00edjem a rodinn\u00fd stav. Cel\u00fd bal\u00edk pak prod\u00e1val inzerent\u016fm.<\/p>\n V\u00fdchoz\u00ed nastaven\u00ed je \u201ezapnuto“. Odhl\u00e1sit se trv\u00e1 des\u00edtky kliknut\u00ed<\/p>\n Technicky vzato, u\u017eivatel\u00e9 ACR povolili. V\u011bt\u0161inou to ale neud\u011blali v\u011bdom\u011b. Souhlas je zpravidla ukryt hluboko v podm\u00ednk\u00e1ch slu\u017eby p\u0159i prvn\u00edm zapnut\u00ed televizoru, kdy je u\u017eivatel motivov\u00e1n co nejrychleji proj\u00edt nastaven\u00edm a za\u010d\u00edt sledovat. Dr. Anna Mandalari z UCL, spoluautorka studie, to shrnula bez okolk\u016f v tiskov\u00e9m prohl\u00e1\u0161en\u00ed UCL<\/a>: \u201ePr\u016fm\u011brn\u00fd u\u017eivatel pravd\u011bpodobn\u011b nev\u00ed, co ACR je, ani \u017ee se z n\u011bj m\u016f\u017ee odhl\u00e1sit.“ Zapnout ACR jedn\u00edm kliknut\u00edm p\u0159i nastaven\u00ed je snadn\u00e9. Vypnout ho zp\u011btn\u011b vy\u017eaduje u n\u011bkter\u00fdch model\u016f Samsung proch\u00e1zen\u00ed \u010dtrn\u00e1cti a\u017e t\u0159iceti sedmi r\u016fzn\u00fdmi podmenu, v z\u00e1vislosti na modelu.<\/p>\n Pro\u010d to v\u00fdrobci d\u011blaj\u00ed: televizor p\u0159estal b\u00fdt v\u00fdrobkem<\/p>\n Odpov\u011b\u010f je p\u0159\u00edmo\u010dar\u00e1 a finan\u010dn\u011b ov\u011b\u0159iteln\u00e1. V\u00fdrobci chytr\u00fdch televizor\u016f p\u0159estali b\u00fdt prim\u00e1rn\u011b v\u00fdrobci elektroniky \u2014 stali se reklamn\u00edmi a datov\u00fdmi platformami, jejich\u017e hardware je vstupn\u00ed branou k p\u0159\u00edjmu ze sledov\u00e1n\u00ed u\u017eivatel\u016f. Vizio, jeden z nejv\u011bt\u0161\u00edch americk\u00fdch v\u00fdrobc\u016f televizor\u016f, vyk\u00e1zal v roce 2023 tr\u017eby z reklamy a datov\u00fdch slu\u017eeb ve v\u00fd\u0161i 598 milion\u016f dolar\u016f \u2014 v\u00edce ne\u017e samotn\u00fd prodej hardwaru. LG v roce 2024 vyk\u00e1zal p\u0159\u00edjmy z reklamn\u00edho byznysu bl\u00ed\u017e\u00edc\u00ed se 700 milion\u016fm dolar\u016f. Princip je prost\u00fd: televize jsou dnes prod\u00e1v\u00e1ny za ceny, kter\u00e9 by bez vedlej\u0161\u00edch p\u0159\u00edjm\u016f z dat nebyly ekonomicky udr\u017eiteln\u00e9. Hardware je dotov\u00e1n va\u0161\u00edm profilem sledov\u00e1n\u00ed.<\/p>\n Regul\u00e1to\u0159i zas\u00e1hli \u2014 ale pokuta byla symbolick\u00e1<\/p>\n Tato praxe nen\u00ed nezn\u00e1m\u00e1 \u00fa\u0159ad\u016fm. V roce 2017 FTC pokutovala Vizio 2,2 milionu dolar\u016f za to, \u017ee bez souhlasu u\u017eivatel\u016f sledovalo 11 milion\u016f televizor\u016f \u2014 p\u0159i\u010dem\u017e sledovac\u00ed software byl ti\u0161e nainstalov\u00e1n prost\u0159ednictv\u00edm aktualizace na p\u0159\u00edstroje, kter\u00e9 lid\u00e9 ji\u017e vlastnili. Vedle feder\u00e1ln\u00edho \u0159\u00edzen\u00ed dos\u00e1hla hromadn\u00e1 \u017ealoba spot\u0159ebitel\u016f dohody ve v\u00fd\u0161i dal\u0161\u00edch 17 milion\u016f dolar\u016f. V prosinci 2025 texask\u00fd gener\u00e1ln\u00ed prokur\u00e1tor Ken Paxton podal \u017ealoby na p\u011bt v\u00fdrobc\u016f \u2014 Samsung, Sony, LG, Hisense a TCL \u2014 za sb\u011br dat bez informovan\u00e9ho souhlasu. Soudy vydaly do\u010dasn\u00e1 omezuj\u00edc\u00ed opat\u0159en\u00ed zakazuj\u00edc\u00ed Hisense a Samsung sb\u00edrat data od texask\u00fdch spot\u0159ebitel\u016f po dobu \u0159\u00edzen\u00ed.<\/p>\n Rozsah probl\u00e9mu: 82 procent dom\u00e1cnost\u00ed<\/p>\n Tento probl\u00e9m se net\u00fdk\u00e1 okrajov\u00e9 skupiny u\u017eivatel\u016f. Chytr\u00fd televizor vlastn\u00ed 82 procent americk\u00fdch dom\u00e1cnost\u00ed s televizorem a pr\u016fm\u011brn\u00e1 dom\u00e1cnost m\u00e1 dv\u011b takov\u00e1 za\u0159\u00edzen\u00ed. Samsung samotn\u00fd m\u00e1 na americk\u00e9m trhu 73 milion\u016f aktivn\u00edch chytr\u00fdch televizor\u016f \u2014 \u010d\u00edslo, kter\u00e9 vyplynulo z podklad\u016f v r\u00e1mci texask\u00fdch soudn\u00edch \u0159\u00edzen\u00ed. Pokud jste si koupili televizor za posledn\u00edch p\u011bt let a p\u0159ipojili ho k internetu, s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed ACR v tuto chv\u00edli b\u011b\u017e\u00ed \u2014 pokud jste ho explicitn\u011b nevypnuli.<\/p>\n Jak ho vypnout z\u00e1vis\u00ed na zna\u010dce. Na televizorech Samsung: Nastaven\u00ed \u2192 Podpora \u2192 Podm\u00ednky a z\u00e1sady \u2192 Mo\u017enosti ochrany osobn\u00edch \u00fadaj\u016f \u2192 zru\u0161it za\u0161krtnut\u00ed Slu\u017eby informac\u00ed o sledov\u00e1n\u00ed. Na televizorech LG: Nastaven\u00ed \u2192 Obecn\u00e9 \u2192 Syst\u00e9m \u2192 Dal\u0161\u00ed nastaven\u00ed \u2192 Live Plus \u2192 vypnout. Podrobn\u00e9 n\u00e1vody pro v\u0161echny platformy v\u010detn\u011b Roku, Google TV a Sony publikoval Consumer Reports<\/a>.<\/p>\n V\u00fdzkumn\u00edci nicm\u00e9n\u011b zjistili i jednu prakticky pozitivn\u00ed zpr\u00e1vu: odhl\u00e1\u0161en\u00ed z ACR v nastaven\u00ed skute\u010dn\u011b zastav\u00ed s\u00ed\u0165ov\u00fd provoz na ACR servery. Mechanismus tedy lze alespo\u0148 \u010d\u00e1ste\u010dn\u011b deaktivovat. Podm\u00ednkou je ale v\u011bd\u011bt, kde hledat \u2014 a o tom, \u017ee takov\u00e1 mo\u017enost v\u016fbec existuje.<\/p>\n","protected":false},"excerpt":{"rendered":"P\u0159irovn\u00e1n\u00ed je v\u00fdsti\u017en\u00e9: funguje to jako Shazam, ale pro v\u00e1\u0161 televizn\u00ed obraz. Technologie naz\u00fdvan\u00e1 ACR \u2014 Automatic Content…\n","protected":false},"author":2,"featured_media":61941,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[2038,21399,2037,2379,74,73,11519,21398,78,75,47,77,76],"class_list":{"0":"post-61940","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-veda-a-technika","8":"tag-clanek","9":"tag-lg","10":"tag-nedd","11":"tag-samsung","12":"tag-science","13":"tag-science-technology","14":"tag-sledovani","15":"tag-spehovani","16":"tag-technika","17":"tag-technology","18":"tag-televize","19":"tag-veda","20":"tag-veda-a-technika"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/116443286251929743","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/61940","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/comments?post=61940"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/61940\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/61941"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=61940"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=61940"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=61940"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}