Ad call

Also known as: ad request

A request sent from an ad slot on a web page or app to an AdTech platform (Ad exchange and Ad server) for the purpose of serving an ad to the user.

Ad calls usually contain information from the user’s browser (e.g. Cookies) and ad information such as publisher ID, ad size, location, referring URL and other specifications and data needed for ad serving and reporting.

See also Ad tag and Bid request.


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