Current Web site measurement and analysis products monitor requests and delivery of content from the host server. Proxy caching occurs when an Internet Service Provider stores a page and serves it to multiple users.
Browser caching occurs when a user's computer stores content and displays it multiple times.
With proxy and browser caching, no one knows how many times the content was viewed. A solution for the caching quandary, and the several other hurdles to getting precise numbers, is an advancement in Web measurement that will ultimately raise the standards of the industry. In addition to improving the accuracy of advertising data, the new technology is able to register the time spent viewing an ad. The site can then rotate in a new ad. The company analyzes, correlates, and validates activity which enables marketers to understand their customers and site usage.