Some TV apps enable users to watch content with fewer ads by allowing their TV to join a global proxy network.
Nowadays, when choosing a streaming service, users generally face two choices: pay a high premium for an ad-free experience or deal with numerous commercial interruptions and the intrusive tracking necessary for ad targeting.
Bright Data, a web data aggregator, offers streaming services an alternative option for apps on Samsung’s Tizen and LG’s webOS platforms—one devoid of ads and hefty fees. Publishers can generate revenue by integrating Bright SDK into their TV apps and convincing users to join Bright’s monetization network.
“We don’t do any kind of tracking,” stated Ariel Shulman, Bright Data’s chief product officer, in a webinar for industry insiders two years ago. “We work silently and anonymously in the background. Users neither see nor feel anything.”
However, when using Bright’s SDK, a smart TV becomes part of a vast global proxy network that scrapes the web. Including apps on desktop PCs and mobile devices, the company claims to operate 150 million such proxies globally. These devices collect petabytes of public web data from various locations and IP addresses, capturing localized web versions and avoiding web crawler blacklists. The data is then sold for purposes such as training AI models.
Here’s how Bright’s smart TV partnerships work: When a user installs a participating app, they’re prompted to opt into Bright’s proxy network. For example, the now-removed Petflix app from the Roku store stated:
“To enjoy Petflix for free with fewer ads, you allow Bright Data to occasionally use your device’s resources and IP to download public data. Bright Data’s usage is restricted to approved business-related cases. Your personal information remains untouched, except for your IP.”
“Our network relies on consensual individual participation,” explained Bright Data spokesperson Jennifer Burns. “Users can opt-out anytime through a quick two-click process.”
Once a user opts in, their smart TV starts downloading public web pages, audio, and video to Bright’s cloud, supposedly without affecting the device’s performance, as Shulman estimates a 50MB daily download. Users can’t verify if data is being downloaded due to the SDK’s silent operation.
In some systems, TVs may begin crawling the web for Bright upon powering on. Shulman elaborated in his webinar: “Our SDK, with user permission, can run in the background on some operating systems,” meaning monetization continues without the app running. After opting in, the device will continuously crawl the web unless users opt out or uninstall the app.
Bright Data isn’t alone in operating residential proxy networks. Some competitors have faced criticism for questionable practices. Google recently acted against IPIDEA, labeled by its Threat Intelligence Group as “the world’s largest proxy network.” IPIDEA allegedly rented resources to hacking entities in countries like China and North Korea, sourced from SDK-distributed apps on TVs and other devices.
Google’s security research didn’t link IPIDEA to Bright Data. Bright emphasizes distancing itself from negative actors, with Burns noting: “Our SDK and technology undergo regular reviews from Apesteem, Google, McAfee, among others, and are audited, most recently by PwC. Bright’s partner selection is rigorous, adhering to strict compliance processes.”
Despite efforts, Bright Data is feeling the effects of a backlash against residential proxy activities. Google now limits background proxy SDKs, only allowing them for core app purposes. Amazon outright bans apps facilitating third-party proxy services. Roku prohibits using Bright SDK and similar proxies.
These policies complicate understanding the exact prevalence of Snapdragon SDK usage on smart TVs. A few dozen Fire TV apps still mention the SDK, but don’t actively use it, based on Amazon’s app store findings. Roku apps using the SDK, including Petflix, were noted but disappeared post-contact with Roku.
These proxy SDK regulations constrict Bright’s potential market in the smart TV sector. The company previously targeted Roku, Android TV, and Fire TV app developers, but now avoids these platforms. Bright still supports Samsung Tizen OS and LG webOS, releasing over 200 apps on LG’s app store. LG states Bright SDK isn’t officially supported, and Samsung hasn’t commented on the matter.
There are valid reasons for web crawling, as Burns notes: “Our network is dedicated to legitimate uses, supporting journalists, nonprofit organizations, academic researchers, cybersecurity companies, and other leading enterprises globally.”
Consumers, however, are unaware if these purposes align with personal values. Bright supports nonprofits, some using their network to track social media hate speech, but also partners with AMCHA Initiative, listing anti-Zionist faculty, and critics of Israel in its antisemitic tracker.
With AI’s scrutinized environmental impact, intellectual property handling, and labor replacement potential, some feel uneasy about TVs collecting AI training data.
Some may view these concerns as exaggerated and willingly opt in for a reduction in ads or lower streaming costs. Personally, I’d rather endure extra ad breaks.