Daddi Brand Communications represents Samba TV, which was featured in a lengthy July 5 front-page New York Times story about privacy and data concerns presented by smart TVs.
"People's data," according to the article, "is also increasingly being vacuumed right out of their living rooms via their televisions, sometimes without their knowledge."
The Times noted that Samba "is one of the bigger companies to track information to make personalized show recommendations." It has collected data from 13.5M smart TVs in the US and ironed out deals with a dozen TV brands, including Sony, Sharp, Philips and TCL.
The Samba Interactive feature requires consumer opt-in and tracks everything that appears on the TV on a second-by-second basis, including Netflix, HBO and video games. More than 90 percent of people opt-in.
The NYT reported that advertisers could use Samba TV to identify other devices in the home that share the Internet connection.
Bill Daddi told the NYT that Samba "has clearly identified that we use technology to recognize what's onscreen, to create benefit for the consumer as well as Samba, its partners and advertisers."
He added that the millions of people who have opted-in and continue to use the service shows "far more consumers are satisfied with Samba than surprised by it."
Founded 2005 in New York, Daddi Brand Communications works for data, analytics and consulting firms in the media, advertising and playable media sectors.