Advert resolution in PDF documents

We are preparing a quarterly report in InDesign that will be distributed in PDF format. Right now we are toying with the idea of taking small "banner-like" advertisements. What resolution would be appropriate for ads and what formats should we prioritize?

The content within a PDF document page is entirely up to the author - if it's a print layout, style the ads for print. If they're interactive, embed them as Flash annotations. The AIB rules for HTML-embedded ads don't apply.
If you're referring to the "Ads for Adobe PDF" program, that closed in Jan 2009 and rendering of Sponsored Content is no longer supported by the Acrobat Family.

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