An ad company’s foray into TV operating systems (OSes) illustrates a significant shift for TV hardware toward products that are increasingly focused on ad sales and tracking. With more people using web-based streaming for TV, smart TV OSes have become the most lucrative part of the TV business. OS owners accumulate valuable data on how people use their smart TVs and streaming sticks, which is helpful for OS operators as well as third parties, like companies paying for ads distributed via TV OSes.