An ad request is a request for an advertisement resulting of a user’s action on a web page or within an app. The ad request is generated when the ad tag is loaded on the user’s device or browser.
When a webpage is viewed, a call or request to an ad server occurs for every ad emplacement on this page. This call is called an ad request.
For a given ad placement, the ad request number is sometimes higher than ad impressions or displays because the webpage can be left before the banner appears.
See also bid request for ad request made in RTB and ad exchange environments.