Requests vs. Impressions

The following terms are frequently used in AdButler, knowing the differences between them is important.

Ad request

An ad request is recorded every time a page or app makes a request for an ad from one of AdButler's servers. This occurs prior to the ad being displayed and can be a result of a user’s action or initiated dynamically through code.


In most circumstances, an impression occurs when AdButler receives the ad-request and successfully returns an ad to the zone. There are a few exceptions to the rule when it comes to serving 3rd party tags through AdButler. When we pass the request to the 3rd party ad-server, we may not have a way of confirming whether an ad was successfully delivered however an impression is still recorded in AdButler.

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