Methods, apparatus, systems and articles of manufacture are disclosed to identify sponsored media in a Document Object Model. An example method includes in response to initiation of a search for sponsored media in a first branch of a document object model for a webpage, initiating a first timer having a first search time period and a second timer having a second search time period, the first search time period and the second search time period overlap, the search to be terminated upon completion of traversing the first branch when the search reaches a document node that is at a root of the first branch, the first branch including a candidate node. The example method also includes in response to identifying the candidate node as sponsored media, parsing the sponsored media to generate monitoring information, and modifying a user agent setting to include a unique identifier.