An identification server correlates the web browsing behavior of individuals with their use of social media systems. Based on these behaviors, web identifiers (referred to as identities or IDs) may be matched to social media identifiers; these matches being determined, stored, and output as a confidences that the web identity of the user corresponds to a social media identity. Each web identity may be associated with one or more social media identities. The identity correlations between web identities and social media identities may be used along with other alignments to provide information regarding the time-based media (e.g., advertisements) a user may have likely been exposed to, and to provide targeted advertisements.