1. A system comprising: a television executing a discoverable service thereon to provide a communication; a device residing in a same private network of Internet as the television, the device executing a sandboxed program thereon, and the device configured to use a pseudonym of a user and to call a discovery agent to find the discoverable service of the television within the same private network, wherein the pseudonym of the user is a hardware address of a node of the sandboxed program within the same private network, and wherein the device and the television are associated using at least the communication from the discoverable service within the same private network, the communication comprising an announcement of the discoverable service to a discovery service; a server executing the discovery service thereon to: receive the announcement of the discoverable service, translate, through a network address translator straddling both a public network and the same private network of the Internet, a private address of a message related to the announcement of the discoverable service to a public address thereof, perform, through the discovery service, a lookup based on the public address of the message to determine at least one device comprising the television assumed to be in the same private network as the sandboxed program in accordance with the public address being shared therebetween, respond, in accordance with the determination of the shared public address, with service information of the television obtainable through the sandboxed program, the service information comprising a globally unique identification (GUID) and a human-friendly name of the television, and forward, through the discovery service, a desired payload to the discoverable service of the television based on the sandboxed program obtaining the service information to communicate with the GUID of the discoverable service of the television through the network address translator to the discovery service; and a targeting system to: receive the pseudonym, identify the user of the device using the pseudonym, and target advertising to the identified user of the device using at least one of the sandboxed program and the discoverable service.