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Figure out the requirements (read limitations) from publisher before your start designing as they might allow a single frame advertisement vs animation or gif/swf. They will almost always have pixel size and file size limitations.
Based on the publisher's guidelines, contact your webmaster with instructions or if you are good at designing, pull up your graphic design tool to create a graphic that you wish to use for the advertisement.
(Above applied if you are not asking about text ads like what Google displays)
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