Decide how do you want to publish (display) your banner and follow the step-by-step manual on your download page (Download demo). If you choose to publish your ad on your own, please generate and use the banner code. To publish your banner with third-party ad publisher or network, send them the SWF file you have downloaded.
For details, please see the answers in the "Publishing your Flash banner" and "Publishing your Flash banner with third-party ad publishers" pages of this Help section.