Most link lists count zones. A basic table ad with a 250x250 banner linked and some text with a link to sponsor in the next td would be one ad.
A banner ad with text above and below would be one more ad.
I promote phone sex and most of those ads do not have a url linked in them. That is also one ad.
There are a few that would count the above as 4 but not any that I submit to.
hth
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