Methods and apparatus to validate a tag for media

1. A method to validate a tag, the method comprising:

obtaining, by executing an instruction with a processor, first identification information extracted from a first tag distributed with first media presented at a first presentation location;

obtaining, by executing an instruction with the processor, second identification information determined from at least one of a) inherent information of at least one of audio or video of the first media presented at the first presentation location or b) a watermark embedded in at least one of the audio or the video of the first media presented at the first presentation location;

comparing, by executing an instruction with the processor, the first identification information with the second identification information;

when first identification information does not substantially match the second identification information, preventing, by executing an instruction with the processor, the first tag from being used to report exposure of the first media;

after preventing the first tag from being used, obtaining, by executing an instruction with the processor, third identification information extracted from a second tag distributed with second media presented at a second presentation location; and

in response to determining that the second tag substantially matches the first tag, preventing, by executing an instruction with the processor, the second tag from being used to report exposure to the second media, wherein preventing the second tag from being used includes preventing the crediting of the second media as having been presented.

2. The method as defined in claim 1 , further including, when the first identification information substantially matches the second identification information, crediting the first media as having been presented.

3. The method as defined in claim 2 , further including generating a report of usage based on the crediting.

4. The method as defined in claim 1 , wherein preventing the first tag from being used includes marking the first tag, and obtaining the third identification information is performed after the marking.

5. The method as defined in claim 1 , wherein the second media is the first media.

6. The method as defined in claim 4 , further including:

after marking the first tag, obtaining fourth identification information extracted from a third tag distributed with third media presented at a third presentation location; and

in response to determining that the third tag does not substantially match the first tag, crediting the third media as having been presented.

7. The method as defined in claim 1 , wherein the second presentation location is the same as the first presentation location.

8. A tangible computer readable storage medium comprising instructions that, when executed, cause a machine to at least:

obtain first identification information extracted from a first tag distributed with first media presented at a first presentation location;

obtain second identification information determined from at least one of a) inherent information of at least one of audio or video of the first media presented at the first presentation location or b) a watermark embedded in at least one of the audio or the video of the first media presented at the first presentation location;

compare the first identification information with the second identification information;

when first identification information does not substantially match the second identification information, prevent the first tag from being used to report exposure of the first media;

after preventing the first tag from being used, obtain third identification information extracted from a second tag distributed with second media presented at a second presentation location; and

in response to determining that the second tag substantially matches the first tag, prevent the second tag from being used to report exposure to the second media, wherein the instructions, when executed, cause the machine to prevent the second tag from being used by preventing the crediting of the second media as having been presented.

9. The tangible computer readable storage medium as defined in claim 8 , wherein the instructions, when executed, cause the machine to, when the first identification information substantially matches the second identification information, credit the first media as having been presented.

10. The tangible computer readable storage medium as defined in claim 9 , wherein the instructions, when executed, cause the machine to generate a report of usage based on the crediting.

11. The tangible computer readable storage medium as defined in claim 8 , wherein the instructions, when executed, cause the machine to, prevent the first tag from being used by marking the first tag, and the obtaining of the third identification information is performed after the marking.

12. The tangible computer readable storage medium as defined in claim 8 , wherein the second media is the first media.

13. The tangible computer readable storage medium as defined in claim 11 , wherein the instructions, when executed, cause the machine to:

after marking the first tag, obtain fourth identification information extracted from a third tag distributed with third media presented at a third presentation location; and

in response to determining that the third tag does not substantially match the first tag, credit the third media as having been presented.

14. The tangible computer readable storage medium as defined in claim 13 , wherein the second presentation location is the same as the first presentation location.

15. A system comprising:

a central facility to obtain first identification information extracted from a first tag distributed with first media presented at a first presentation location;

a meter to:

obtaining second identification information determined from at least one of a) inherent information of at least one of audio or video of the first media presented at the first presentation location or b) a watermark embedded in at least one of the audio or the video of the first media presented at the first presentation location, and

transmit the second identification to the central facility;

wherein the central facility is to:

compare the first identification information with the second identification information and, when the first identification information does not substantially match the second identification information, prevent the first tag from being used to report exposure of the first media;

after preventing the first tag from being used, obtain third identification information extracted from a second tag distributed with second media presented at a second presentation location; and

in response to determining that the second tag substantially matches the first tag, prevent the second tag from being used to report exposure to the second media, wherein the central facility is to prevent the second tag from being used by preventing the crediting of the second media as having been presented.

16. The system as defined in claim 15 , wherein the central facility is further to, when the first identification information substantially matches the second identification information, credit the first media as having been presented.

17. The system as defined in claim 16 , wherein the central facility is further to generate a report of usage based on the crediting.

18. The system as defined in claim 15 , wherein the central facility is to prevent the first tag from being used by marking the tag, and the obtaining of the third identification information is performed after the marking.

19. The system as defined in claim 15 , wherein the second media is the first media.

20. The system as defined in claim 18 , wherein the central facility is to:

after marking the first tag, obtain fourth identification information extracted from a third tag distributed with third media presented at a third presentation location; and

in response to determining that the third tag does not substantially match the first tag, crediting the third media as having been presented.

21. The system of as defined in claim 15 , wherein the second presentation location is the same as the first presentation location.