For years, consumers seeking refuge from the relentless advertising and tracking that plague smart TVs have turned to computer monitors as a simpler, more private alternative. But a new report from Ars Technica suggests that safe haven is rapidly eroding.
The report, published by Scharon Harding, documents how certain LG monitors have been surreptitiously installing an app called "LG Monitor App Installer" onto connected Windows PCs. This app, delivered through Windows Update under the guise of a driver update, then displays McAfee pop-up advertisements. The practice has been reported as far back as 2024, according to Microsoft community discussions, but only recently gained widespread attention.
LG is not alone in exploring ad-driven revenue from monitor users. The broader trend sees monitor manufacturers adding internet connectivity, USB-C hubs, and even built-in operating systems to their displays—features that open the door to tracking and advertising. Roku, already notorious for its ad-heavy smart TV platform, has begun licensing its software to monitor brands. Vizio, another company that turned TVs into ad platforms, now requires Walmart accounts to use smart features on its newer sets.
Microsoft responded to the LG situation, though details of its response remain unclear. The incident underscores a growing tension: hardware manufacturers are seeking new revenue streams beyond hardware margins, and advertising is a lucrative one. For consumers, this means the once pristine monitor experience is becoming cluttered with pop-ups, data collection, and privacy risks.
Critics argue that the lack of transparent privacy policies and the use of Windows Update to push unwanted software erode user trust. Ars Technica has previously published a guide to avoiding smart TV pitfalls, recommending monitors as a solution. That advice, the report notes, is now in jeopardy.