Measurement of television advertisement effectiveness

1. An apparatus to determine effectiveness of an advertisement, comprising:

one or more processors;

a digital device matching engine, communicatively coupled to the one or more processors, to receive and process information obtained from a particular web site accessed by a digital device, and to match the digital device to a television (TV) set, based at least in part on the processed information; a conversion determination engine, communicatively coupled to the one or more processors, to determine a level of conversion associated with a particular advertisement rendered by a broadcasting media to the TV set, based at least in part on the matching of the digital device to the TV set, wherein the conversion defines one or more user actions performed on the web site in response to viewing the advertisement on the TV set, wherein the actions include viewing information provided on the web site about an item described in the advertisement, selecting the viewed item on the web site, adding the selected item to a cart on the web site, or checking out the selected items on the web site; and

a recommendation engine, communicatively coupled to the one or more processors, to provide recommendations to a third party, associated with the web site, in regard to use of advertisements, based at least in part on the information obtained from the web site, wherein to provide the recommendations includes:

determine a viewing index of a show in which the advertisement was broadcasted on the TV set, wherein the viewing index comprises a ratio of a number of users who visited the web site in response to seeing the advertisement in the show to a number of users who watched the show; and

based at least in part on the viewing index, determine a change in a number of the advertisements to be included in the show, wherein the change includes maintaining a current number of advertisements in the show, reduction of the current number of advertisements in the show, or increase of the current number of advertisements in the show.

2. The apparatus of claim 1 , wherein the processed information comprises one or more user identity indicators that include at least one of: date and time of access of the web site; an internet protocol (IP) address associated with the user; a web site identifier; a user identifier (ID) associated with the web site; a type of a conversion action associated with the user, including one or more of: a web site visit, add to cart, or checkout; a uniform resource locator (URL) associated with the web site; a type of a browser associated with access to the web site, a type of the digital device; operating system (OS) associated with the digital device; tracking cookies; or one or more tags for reporting or filtering, supplied by the third party.

3. The apparatus of claim 1 , wherein the digital device matching engine is to determine web traffic associated with the digital device.

4. The apparatus of claim 3 , wherein the digital device matching engine is to identify an internet protocol (IP) address of the digital device that was used by the digital device over a determined time period, based at least in part on the web traffic.

5. The apparatus of claim 4 , wherein the digital device matching engine is to match the digital device to the TV set, further based at least in part on comparing a history of use of the IP address of the digital device and an IP address of the TV set.

6. The apparatus of claim 1 , wherein the conversion determination engine is to identify one or more advertisements associated with an advertising entity, to determine the advertisement rendered by the broadcasting media to the TV set.

7. The apparatus of claim 6 , wherein the conversion determination engine is to identify a viewing pattern associated with the TV set, based at least in part on viewing data provided by the TV set.

8. The apparatus of claim 7 , wherein the viewing data includes content watched by a user of the TV set.

9. The apparatus of claim 7 , wherein the conversion determination engine to determine the level of conversion associated with the advertisement includes to identify a level of contribution of the advertisement to the conversion, based at least in part on the viewing pattern and on an application of one or more attribution models to conversion events associated with the advertisement, wherein the conversion events include the user actions on the web site performed in response to viewing the advertisement.

10. The apparatus of claim 1 , wherein the one or more user actions also include: accessing the web.

11. One or more non-transitory computer-readable media having instructions for determining effectiveness of an advertisement stored thereon that, in response to execution by a computing device, cause the computing device to:

receive and process information obtained from a web site accessed by a digital device;

match the digital device to a television (TV) set, based at least in part on the processed information;

determine a level of conversion associated with an advertisement rendered by a broadcasting media to the TV set, based at least in part on the matching of the digital device to the TV set, wherein the conversion defines one or more user actions performed on the web site in response to viewing the advertisement on the TV set, wherein the actions include viewing information provided on the web site about an item described in the advertisement, selecting the viewed item on the web site, adding the selected item to a cart on the web site, or checking out the selected items on the web site; and

provide recommendations to a third party, associated with the web site, in regard to use of advertisements, based at least in part on the information obtained from the web site, wherein to provide the recommendations includes:

determine a viewing index of a show in which the advertisement was broadcasted on the TV set, wherein the viewing index comprises a ratio of a number of users who visited the web site in response to seeing the advertisement in the show to a number of users who watched the show; and

based at least in part on the viewing index, determine a change in a number of the advertisements to be included in the show, wherein the change includes maintaining a current number of advertisements in the show, reduction of the current number of advertisements in the show, or increase of the current number of advertisements in the show.

12. The non-transitory computer-readable media of claim 11 , wherein the instructions further cause the computing device to identify an internet protocol (IP) address of the digital device that was used by the digital device over a determined time period, based at least in part on web traffic associated with the digital device.

13. The non-transitory computer-readable media of claim 12 , wherein the instructions further cause the computing device to match the digital device to the TV set, based at least in part on comparing a history of use of the IP address of the digital device and an IP address of the TV set.

14. The non-transitory computer-readable media of claim 11 , wherein the instructions further cause the computing device to identify a level of contribution of the advertisement to the conversion, based at least in part on an application of one or more attribution models to conversion events associated with the advertisement, wherein the conversion events include the user actions on the web site performed in response to viewing the advertisement.

15. A computer-implemented method, comprising:

receiving and processing, by a computing device, information obtained from a web site accessed by a digital device,

matching, by the computing device, the digital device to a television (TV) set, based at least in part on the processed information;

determining, by the computing device, a level of conversion associated with an advertisement rendered by a broadcasting media to the TV set, based at least in part on the matching of the digital device to the TV set, wherein the conversion defines one or more user actions performed on the web site in response to viewing the advertisement on the TV set, wherein the actions include viewing information provided on the web site about an item described in the advertisement, selecting the viewed item on the web site, adding the selected item to cart on the web site, or checking out the selected items on the web site; and

providing, by the computing device, recommendations to a third party, associated with the web site, in regard to use of advertisements, based at least in part on the information obtained from the web site, wherein to provide the recommendations includes:

determining a viewing index of a show in which the advertisement was broadcasted on the TV set, wherein the viewing index comprises a ratio of a number of users who visited the web site in response to seeing the advertisement in the show to a number of users who watched the show; and

based at least in part on the viewing index, determining a change in a number of the advertisements to be included in the show, wherein the change includes maintaining a current number of advertisements in the show, reduction of the current number of advertisements in the show, or increase of the current number of advertisements in the show.

16. The computer-implemented method of claim 15 , wherein matching the digital device to the TV set includes:

identifying, by the computing device, an internet protocol (IP) address of the digital device that was used by the digital device over a determined time period, based at least in part on web traffic associated with the digital device; and

comparing, by the computing device, a history of use of the IP address of the digital device and an IP address of the TV set.

17. The computer-implemented method of claim 15 , further comprising:

identifying, by the computing device, a level of contribution of the advertisement to the conversion, including applying, by the computing device, one or more attribution models to conversion events associated with the advertisement, wherein the conversion events include the user actions on the web site performed in response to viewing the advertisement.