he following 30 limitations of impression methodology which the RealVu® platform overcomes:

Limitations related to viewer activity

1. The viewer clicks to another web page before the ad loads and renders
2. The ad loads, but in an area of the web page that is not within the viewer's browser window  dimensions and scrolling position;
3. The request was made by a spider or crawler (bot);
4. The viewer has an ad blocker installed;
5. The viewer has a browser set to block images and/or JavaScript;
6. The viewer does not have the proper plug-in to render rich media installed;
7. The viewer opens a page in a mobile device that is not configured to show the ad content;
8. The viewer minimizes the browser;
9. The viewer opens another browser window or another application;
10. The viewer opens another browser tab;
11. The viewer switches focus to another browser or application;
12. The viewer moves the browser window so the ad is outside the display screen area;
13. The viewer has multiple home pages set so when the browser is opened, two pages open in two tabs, and an ad resides on the tab that is not in focus.

Limitations associated with fraud

14. The request was made by an (invisible to the viewer) web page re-direct;
15. In the case of pre-roll video and video advertising, if the viewer minimizes the browser, tabs  away from, or opens another application over the video while the advertisement is playing or moves the browser window so the video is outside the display screen area;
16. The web publisher places multiple ad displays in layers over each other.  The viewer then  sees one ad, but impressions are reported for all layered ads;
17. The web publisher places an image or shape on a layer overlapping an ad;
18. An ad or beacon delivered in an invisible width=“0” height=“0” Iframe;
19. Mutilated http (poisoning) packets Impression fraud.

Limitations related to data analysis and distribution flow

20. Ad rotation visibility lottery. Not knowing which ads in rotation where in view for each ad selection, certain ads may never be visible.  (e.g  3 Ads are in rotation.  For rotation 1 the 1st  is in view, 2nd is not, 3rd is in view.  Rotation 2; 1st in view,  2nd not, 3rd is not, and in 3rd rotation the 2nd ad is again not in view.  All ads are reported as impressions, reach, frequency and all other measurements, but ad 2 was never visible.
21. Reach and Frequency measured for ads that where not visible.   When it is not known which ads where visible, reach and frequency measurements are meaningless.
22. Click-through measurement is misleading when impressions that where not visible  are included in the rate.
23. Does not allow for interactive ads and contact information displayed; If a click-through is necessary to measure advertising,  adding interactivity and contact information in a display ad is prohibitive.
24. All parties involved see different impressions reports that are difficult to reconcile.
25. Reporting latency.   Because server log files must be batched, filtered, and transferred to a database for reporting, significant delays exist before reporting data is available .
26. No reported log or visual representation of each unique viewer’s environment, including viewer's display resolution, and browser window area;
27. No reported log or visual representation of each web page URL an ad is delivered to in addition to the web page dimensions and placement location of the ad on the web page.
28. No data reported for the view time of each individual impression.
29. CPM value dilution because of an unlimited supply of inventory.
30. Redundant ad delivery.  (The delivery of the same ads on the same web page.)