It’s called Live Plus.

If you’ve never heard of Live Plus before, it’s a feature on LG smart TVs that uses ACR (automatic content recognition) to analyze what’s displayed on your screen (via The Markup). LG then uses that data to offer “personalized services,” including content recommendations and advertisements.

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On Samsung smart TVs, for example, you can disable targeted ads by going to Privacy Choices, selecting Terms and Conditions, and toggling off Viewing Information Services and Internet-Based Advertisement Services. On Roku TVs, ACR can be turned off by disabling Use info from TV inputs, which is tucked away in the settings menu under Smart TV Experience.

Saved you a click.