A patent application from the company spotted by Lowpass describes a system for displaying ads over any device connected over HDMI, a list that could include cable boxes, game consoles, DVD or Blu-ray players, PCs, or even other video streaming devices. Roku filed for the patent in August 2023 and it was published in November 2023, though it hasn’t yet been granted.
The technology described would detect whether content was paused in multiple ways—if the video being displayed is static, if there’s no audio being played, if a pause symbol is shown anywhere on screen, or if (on a TV with HDMI-CEC enabled) a pause signal has been received from some passthrough remote control. The system would analyze the paused image and use metadata “to identify one or more objects” in the video frame, transmit that identification information to a network, and receive and display a “relevant ad” over top of whatever the paused content is.
The newest LG GX (4?) is actually removing ads from their UI, I think it is totally ad-free. It is expensive as fuck though, it makes sense to deliver a premium experience.
I think the point is that “not having ads” shouldn’t be allowed to become the premium experience when it used to be the standard experience.
It’s weird now though that TVs didn’t have ads, and now people are willing to pay more because it could have ads but it doesn’t