I call it sticker paper because that is what it says on the pack. I believe I got it from the Stamping Bug at a convention. They are regular 8 1/2 x 11 sheets. I peeled off the adhesive, placed the lace piece on top of it, poured my glitter on and rubbed it in, tapped off the excess and then removed the lace. I have had this product for several years and didn't remember that it only had adhesive on one side. Obviously I must have just used my tape to attach it to the card front.
Maybe they called it that because you could stamp on the one side and have adhesive on the other thus making a sticker? I have always used it for the adhesve part and used the other side as the back.