Comprehensive measurement of the opportunity to see online advertisements

An apparatus for determining the opportunity to see an online advertisement, in a computer system comprising:

• (a) a computer having a memory;
• (b) an application executing on the computer, wherein the application is configured to:
• determine that the online advertisement is in a visible portion of a webpage;
• determine that the online advertisement is in an active tab of a web browser;
• determine that a browser window, that contains the online advertisement, is visible;
• confirm that visibility of the online advertisement is not hindered by an element property or a parent element property;
• calculate a percentage of the online advertisement that has an opportunity to be seen by dynamically inserting one or more visibility trackers into the online advertisement and detecting which of the one or more visibility trackers are concurrently visible at a same time;
• calculate times each of the one or more visibility trackers are visible to determine a time in view measurement by ad percentage;
• and
• determine that the online advertisement is shown to a real, human, non-automated website visitor.