Glossary/Adtech & Programmatic/Ad Request
Adtech & Programmatic
Ad Request
A call from a page, app, or player asking an ad server or exchange for an ad to fill an available slot.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Appears in Lesson 1 of Programmatic 101
Short answer
An ad request is a call sent from a web page, app, or video player to an ad server or exchange asking for an ad to fill an available slot. Each request starts the decisioning or auction process. Comparing ad requests with filled impressions shows a publisher's fill rate and unmonetized inventory.