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LG TV shown scanning LAN for third-party phones and other devices
(arstechnica.com)
This is a most excellent place for technology news and articles.
Keep in mind, they have to pay for those services, to identify traffic on your tv that's presumably not registered to a meaningfull address.
FireTV could conceivably do it because they own the ecosystem, but even then, that's a low-bandwidth network and doesn't tie you to a physical address, just that the traffic is in your general neighborhood.
They don't need an address, they have your Bluetooth MAC.
My point is, they're all trying to create Networks that only they control, and you cannot stop