Counting discrepancies in impressions, page-views, and other visitor data impact every online tracking company, publisher, and marketer. The cost of such problems varies and it impacts directly everyone involved. The sooner the problem is found and solved, the better it is for all.

Adservers, Ad Networks, Web Analytics, and Behavioral Targeting companies – all have products that rely on small image requests to track impressions of advertisements or user visits on the page. Every online company has been impacted at least once by discrepancies in the numbers they provide and the numbers of another company or product. Over the last decade the issue has become so common in the online advertising world that