PHP is a file that you create on your server, and isn't too different from a regular web page, in fact you can mix php in with html:
<html>
<title>this is my web page</title>
<body>
this is the body of my web page<br>
<?
echo 'this is the php section';
?>
<br>
this is more of the body of my web page
</body>
</html>
or you can just create a php file like my.php and have the contents like this:
<?
echo 'this is my php page';
?>
so if you were going to install an ad serving php program on your web server, you would probably just create a folder and upload the program files into that folder, then you would just point SetAdURL at the ad serving file like:
screen.setadurl("http://myserver.com/adverts/myad.php","http://myserver.com/adverts/myad.php")
and it your ad server would automatically choose the ad graphics to display. It might need to be modified a bit so it just serves the graphics and nothing more.
Usually this would integrate with a database on your server so you would need to give the script the username and password to your database when you set it up.
Some ad rotation php scripts don't need a database, you just dump the ad images into a folder with the script.
- Joel