Impression tracking technology can only get a surface level understanding of the traffic with a very poor understanding of the context in which the user arrived at the site.
Impression tracking should be treated as trustless information, difficult to verify what is detected (can be spoofed). Our system interacts with pages as a regular user would, capturing entire journeys and bringing all the discrepancies in data to the forefront, something a pixel at the tail end of a journey couldn't do.
Tracking tech (often referred to as "pixels", or "impression pixels") only give a limited understanding of how users arrive on a page.
Those trackers can not account for cases where: sites are loaded as pop-ups from unsavory sources, a page is embedded deep within a less than reputable site, or internal referrals are used to make site traffic appear as direct instead of linked. Ad impression tracking is by far the most popular method used to ensure money is not wasted.