Roku acknowledged that it is saving this data, and referred us to its privacy policy for more information. However, the company declined to answer our specific questions about how the data would be put to use, in terms of being shared or sold to Roku’s advertisers. But the privacy policy does offer more details. Here, Roku states that the data will be used for personalized recommendations and personalized ads, as well as to measure the viewership of ads and programming. This viewing data will also be combined with other demographic data Roku has on you. – Sarah Perez, TechCrunch http://tcrn.ch/2o3kdWF