Glossary/Programmatic/Ad request
What is an ad request in programmatic advertising?
What an ad request is, how it becomes an impression, and why the numbers differ.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readFrom request to impression
Request
The page asks for an ad.
Response
The ad server returns an ad, or none.
Render
The ad loads and an impression is counted.
Why numbers differ
Fill rate = filled requests ÷ ad requests × 100
Example: 8,500,000 ÷ 10,000,000 × 100 = 85%
Illustrative numbers.
Requests can go unfilled, or ads can fail to render, so impressions are usually lower than requests.
16 pages for publishers, with a checklist for data, programmatic and direct sales.
Richer requests sell better
An ad request can carry signals about the reader and page. The more buyers understand, the higher they bid, which is why audience signals in requests matter.
CPM uplift at Stampen Media after activating first-party audiences with Samhub.
Frequently asked questions
No. An impression is counted when the ad is shown.
The message an SSP sends to DSPs to ask for bids, based on the ad request.
No demand at the floor price, or targeting that matches no campaign.
Slot size, page, device and, with consent, audience signals.
Related terms
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