Answered.... Moderators can delete this.

I'm not really sure what you're asking. Run of site advertising just means someone is paying you to advertise on every or nearly every page of your site.

You wouldn't install anything. You'd find someone who was willing to pay to advertise on your site and you'd add their ads to your site.

And with most "publications" no matter what form they may be in, the cost that someone may be willing to pay for ad space has a direct connection with 1-viewer/reader demographics, and 2-distribution.

If you truly desire to make money with your website the first thing you need to focus on is creating and nurturing a website that is beneficial to others. In time the opportunities to make money will come...