How to promote my website on in app advertising

Hi, I'm a real beginner in iAd. I want to know how to promote my website on others's app. Is there a guide or tutotrials? The only way I found by searching on google is "how to promote my app". I don't want to promote my app, but I want to find the way to appear in the advertinsing on the apps. Anyone can help me? Thanks in advance.