ATSC 3.0
en.wikipedia.org
... The standards are designed to offer support for newer technologies, including HEVC for video channels of up to 2160p 4K resolution at 120 frames per second, wide color gamut, high dynamic range, Dolby AC-4 and MPEG-H 3D Audio, datacasting capabilities, and more robust mobile-television support.[1][4]
The capabilities have also been foreseen as a way to enable finer public alerting and targeted advertising. ...
[emphasis mine]
Yeah, ATSC 3.0 seems to use your Internet connect to monitor what you view.