This script, developed by TVSquared (now InnovidXP), is deployed on websites to track user interactions and correlate them with TV advertisement exposures. Its primary function is to provide attribution for TV ads by collecting data on website visits, conversions, and other online behaviors that occur after a user has potentially been exposed to a TV commercial. This enables advertisers to understand the ROI of their TV campaigns, optimize media spend, and connect offline advertising efforts with online outcomes. The script typically collects non-personally identifiable information such as IP addresses (often anonymized), timestamps of visits, referrer information, and user agent strings. It may also utilize cookies to track user sessions and determine repeat visitors. By analyzing these data points, TVSquared helps businesses quantify the uplift in website traffic or conversions directly attributable to their TV ad placements, offering insights into ad campaign performance across different channels.