Reference / Glossary / Infrastructure and standards
Ad Request
A call from a page or app to an ad server asking for an ad to fill a slot. Ad requests precede bid requests in the chain and outnumber impressions, since not every request is filled or rendered.
Related terms
Cite this entry:
Agency Echelon. "Ad Request." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/ad-request/