1. A method, comprising: in an automatic content recognition (ACR)-enabled connected TV device, wherein: said ACR-enabled connected TV device comprises an ACR module that communicates with an ACR system that is external to said automatic content recognition ACR-enabled connected TV device; said ACR module providing fingerprints to said ACR system for matching; and said ACR module receiving information and/or content from the ACR system based on said matching: identifying by said ACR module, utilizing ACR, viewer interaction and/or viewer information associated with said ACR-enabled connected TV device; presenting by said ACR module, utilizing said ACR, based on said identified viewer interaction and/or said identified viewer information, a variant of an advertisement associated with a sponsor in a next ad pod during presentation of content, and when said ACR-enabled connected TV device is paired with a paired device utilizing a companion application running on said paired device, said variant of said advertisement is also presented on said paired device; identifying by said ACR module, utilizing said ACR, that an episode of a show stored in a DVR associated with said ACR-enabled connected TV device has passed a C3 rating time window, said episode stored in said DVR has not been played back for viewing, and said advertisement associated with said sponsor was placed in said next ad pod in said episode; detecting by said ACR module, utilizing said ACR, a pause during presentation of a new episode of said show, wherein a new version of said advertisement is associated with said new episode, and presentation of said new version of said advertisement results in a C3 rating credit for said show; presenting by said ACR module, utilizing said ACR, an option overlay offering viewing of said episode stored in said DVR via a DVR playback, based on said identification and said detection; identifying by said ACR module, utilizing said ACR, said viewer interaction with said option overlay for choosing viewing of said stored episode; and when said stored episode of said show is presented via said DVR playback based on said identified viewer interaction, presenting by said ACR module, utilizing said ACR, in said next ad pod said new version of said advertisement associated with said sponsor, wherein said presentation of said new version of said advertisement results in said C3 rating credit for said show, and said new episode is recorded in said DVR for later viewing.