Consumers enjoy recommendations based on their television viewing habits (“viewers who watched Mr. Robot… may enjoy Fight Club”), but who else knows what you’re watching? The golden age of television has arrived with the golden age of television tracking. In 2016, virtually all television delivery systems – smart TVs, streaming devices, game consoles, apps, and even old-fashioned set top boxes – track consumers’ viewing habits, and sometimes in new and unexpected ways. Television and streaming device manufacturers, software developers, and the advertising industry are collaborating to learn more about what consumers are watching. These collaborations are allowing advertisers to precisely target consumers and better understand what ads are working. Consumers may even find advertisements based on their television viewing habits appearing on their phones and desktop browsers.