Sapna Maheshwari, New York Times:
Still, David Kitchen, a software engineer in London, said he was startled to learn how Samba TV worked after encountering its opt-in screen during a software update on his Sony Bravia set.
The opt-in read: “Interact with your favorite shows. Get recommendations based on the content you love. Connect your devices for exclusive content and special offers. By cleverly recognizing onscreen content, Samba Interactive TV lets you engage with your TV in a whole new way.”
“The thing that really struck me was this seems like quite an enormous ask for what seems like a silly, trivial feature,” Mr. Kitchen said. “You appear to opt into a discovery-recommendation service, but what you’re really opting into is pervasive monitoring on your TV.”
Jeffrey Chester, executive director of the Center for Digital Democracy, said few people review the fine print in their zeal to set up new televisions. He said the notice should also describe Samba TV’s “device map,” which matches TV content to mobile gadgets, according to a document on its website, and can help the company track users “in their office, in line at the food truck and on the road as they travel.”
Do people truly want to be tracked for advertising purposes by nearly every device that they interact with? Survey after survey for years has indicated that they do not, yet we seem to have shrinking opportunities to object to it. Nearly every TV you’ll find at an electronics store today is a smart TV, and many of them have some form of this kind of tracking built in. The number of ways we’re being tracked on the web has exploded, and the number of companies that trade and collect that information in bulk keeps going up.
This is all buried in multi-thousand-word privacy policies that are not reasonable for the average user to read and interpret correctly. This is one reason I’m so supportive of GDPR — even though it doesn’t adequately regulate behavioural data collection, it does at least require full disclosure of privacy-intrusive practices to allow users more control the sharing of their data.
Technology companies are increasingly not operating in users’ best interests because users have few options besides disconnecting entirely.
The Times is among the websites that allow advertisers to use data from Samba to track if people who see their ads visit their websites, but a Times spokeswoman, Eileen Murphy, said that the company did that “simply as a matter of convenience for our clients” and that it was not an endorsement of Samba TV’s technology.
As I wrote in April, website administrators have a responsibility to their users — and, in the Times’ case especially, their paying subscribers — to be careful with their website’s third-party data collection and sharing practices. Their agreement with Samba is an implicit endorsement that advertisers can target their users with data collected in an ethically-dubious manner.