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Definition ad call in advertising

An ad call is a request made from a web browser or mobile app to an ad server to fetch and display an advertisement. This request occurs when a user visits a webpage or uses an app that includes ad spaces. The ad server responds by delivering the appropriate ad based on various targeting parameters and the availability of ads in the inventory.


Ad calls are fundamental to the process of online advertising, enabling the dynamic delivery of ads to users in real-time. They ensure that relevant advertisements are shown to the appropriate audience, based on factors such as user behavior, demographics, and context.

Related terms

  • Ad Server: A technology platform that stores, delivers, and tracks online advertisements.
  • Impression: The number of times an ad is displayed on a webpage or app.
  • Click-Through Rate (CTR): The ratio of users who click on an ad to the number of total users who view the ad.
  • Real-Time Bidding (RTB): An auction-based method where ad impressions are bought and sold in real-time.
  • Targeting: The practice of displaying ads to specific user segments based on criteria such as demographics, behavior, and location.

Related Questions about ad call

  • How does an ad call work in the context of online advertising?
    When a user visits a webpage or app with ad spaces, the ad call requests an ad from the ad server, which then selects and delivers the appropriate ad based on targeting criteria and inventory availability.
  • What factors influence the selection of ads during an ad call?
    Factors include user demographics, browsing behavior, location, context of the webpage or app, and the targeting parameters set by advertisers.
  • How can advertisers ensure their ads are delivered effectively through ad calls?
    Advertisers can optimize targeting settings, use high-quality creative assets, and ensure their bids are competitive in real-time bidding environments.
  • What role do ad servers play in the ad call process?
    Ad servers handle the delivery of ads by responding to ad calls, selecting suitable ads based on targeting criteria, and tracking the performance of delivered ads.
  • How can the performance of ad calls be measured and analyzed?
    Performance can be measured through metrics such as impressions, click-through rates (CTR), conversion rates, and engagement metrics, which provide insights into the effectiveness of ad delivery and user interactions.


Creatopy Team
Creatopy is the AI-driven creative automation platform that enables brands and agencies alike to build, optimize and personalize creatives at scale for various markets, channels and digital platforms.

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